Case Studies

SECTOR

Software programs

TASK

Confirmation of an investment in the market for special software for medical imaging.

METHODS

  • Assessment of current and future marketing potentials in the field of online processing of medical images.
  • Clustering of target groups as well as clarification of the respective willingness to invest.
  • Competition analysis

RESULTS

  • Confirmation of strategic decisions concerning the market position.
    Guidance on a general positioning as well as with regard to prices.

SECTOR

Mechanical engineering

TASK

Determination of positioning and definition of requirements for a special construction machine in the most important international markets and distribution areas.

METHODS

  • Ascertainment of the individual national market volumes as well as their main players.
  • Assessment of the client’s and its main competitors’ images and awareness on the levels of commerce as well as consumers.
  • Identification of customers’ demands on the product, financing and services also regarding country-specific differences

RESULTS

Recommendations for product development as well as distribution strategies adapted to the respective countries.

SECTOR

Publishing industry

TASK

Exploration of criteria for a restructuring of distribution areas in the course of the integration of different publishing houses.

METHODS

  • Assessment of publishing goods’ marketing potentials in small regions.
  • Calculation of the buying power for books on a small regional scale (Kreisebene)

RESULTS

Impartial retailoring and restructuring of sales areas based on regional marketing potentials.

SECTOR

Wine production

TASK

Development of a long-term strategy for generating growth potential in the German wine market.

METHODS

  • Extensive analysis of the positioning in all distribution channels of wine in Germany.
  • Determination of strengths and weaknesses on the level of importers and trading enterprises.
  • Assessment of the consumers’ attitude via extensive interviews at the POS of all distribution channels for wine as well as with focus groups.
  • Constant checking of the measures taken regarding positioning by means of regular research on fine adjustment of the activities

RESULTS

  • Derivation of recommended actions by comparison of the current positioning and the aspired position.
  • Development of an extensive package of measures suitable to the target group.
  • Sensitization and activation of domestic wine producers by means of seminars and informative material.
  • Increased communication with central marketing intermediaries on the level of importers and trading in Germany

SECTOR

Telecommunications

TASK

Exploration of ways for strategic development concerning a service in the field of security management.

METHODS

  • Determination of the current market volume for checks in the field of security management.
  • Segmentation of the market volume into internal and external services.
  • Identification of the main competitors.
  • Prognosis on the market development.
  • Assessment of the target groups’ demand profiles

RESULTS

Recommendations on successfully entering specific market segments offering great potentials and attractive margins.

SECTOR

Glass industry

TASK

Assessment of new sales potentials for glass products for interior design.

METHODS

  • Ascertainment of the market volumes and market shares of the different materials for interior design products.
  • Determination of the consumer acceptance of the product as well as possible fields of application in collaboration with decision makers in the field of architecture and product development

RESULTS

Confirmation of the investment decision to enter a new area of business.

SECTOR

Personal protective equipment

TASK

Analysis of the German market for PPE for the manufacturers’ association.

METHODS

  • Determination of the market volume, the market development and the distribution situation of the market for PPE by confidential acquisition of data with manufacturers and the trade.
  • Comparison and critical analysis of the data base as well as the subsequent calculation of a valid model of the overall market

RESULTS

  • Creation of a reliable data base on the positioning of the overall market in order to assess the market positions of the association’s members
  • Provision of basic information for the association’s communication activities as well as its representation at trade fairs

SECTOR

Entertainment industry

TASK

Identification of suitable locations for new Multiplex cinemas in Germany.

METHODS

  • Determination of the catchment area by isochronic mapping.
  • Calculation of regional marketing potentials using structural data on the population.
  • Analysis of the status quo of the competition.
  • Calculation of the viability of an additional business location

RESULTS

Delivery of an expert opinion which investment decisions can be based on.

SECTOR

Mechanical engineering

TASK

Analysis of worldwide marketing potentials regarding a market entry in the field of condensers for power stations and seawater desalination.

In depth large-scale analysis of regions offering great potentials as e.g. China, India and Indonesia

METHODS

  • Assessment of the overall market volume by means of desk research.
  • Verification of the data base as well as additional collection of primary data on the level of experts in the field of power station and seawater desalination plant construction

RESULTS

  • Confirmation of investment decisions
  • Recommendations for the entry into the market
  • Strategic focussing on sales areas offering great potentials

SECTOR

B2B automotive retail industry

TASK

Cause analysis of a possible loss of customers in the segment of top customers of the B2B sector of the German automotive trading industry.

METHODS

  • Customer satisfaction analysis in the sector of key customers. Identification of the client’s strengths and weaknesses in the competitive environment
  • Analysis of the deficits regarding performance which are posing a threat to the customer relationship
  • Identification of possible reasons for ending a customer relationship

RESULTS

  • Information on the status quo in the sector of key customers
  • Development of concrete recommended actions regarding the optimization of services and communication

SECTOR

Automotive industry

TASK

Analysis of the market position regarding prices of different industrial truck types in international key markets.

METHODS

  • Ascertainment of the structures of the national competition as well as respective prices and financing trends
  • Determination of the price structures regarding the purchase and different models for financing of industrial trucks on the level of the trade and consumers
  • Construction of an extensive pricing model

RESULTS

Transition from a cost-calculated to a competitive calculation of prices

SECTOR

Plastics industry

TASK

Identification of new fields of use for innovative high-performance plastic materials

METHODS

  • Detection of possible fields of use by including research facilities of the plastics industry as well as experts on consumer level
  • Determination of current potentials and potentials regarding the ousting of other materials

RESULTS

Placing the focus of product development and sales on target industries offering great potentials

SECTOR

Logistics

TASK

Analysis of the conditions for entering the market for C-parts management

METHODS

  • Assessment of the market volume
  • Market segmentation by main product groups. Identification and analysis of the main players
  • Prognosis on the market development
  • Determination of the key factors of success

RESULTS

Development of recommended strategic actions for a systematic market entry

SECTOR

Waste management / Recycling

TASK

  • Assessment of and prognosis on the overall market volume of a waste product group in the course of the introduction of a new recycling system in Germany
  • Prognosis on the expected volume of collected waste

METHODS

  • Ascertainment of the marketed quantities in the segment of B2B and B2C by conducting analyses on the level of manufacturers, importers and the trade
  • Clarification of the structure of the distribution
  • Analysis of product life cycles as well as the user groups’ mentalities regarding waste disposal

RESULTS

  • Preparation of the collection system for realistic market sizes
  • Adaptation of the communication strategies regarding sensitization of user groups in order to increase collection rates
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