An Irish manufacturer, specialising in drainage products, initiated Leading Edge to perform a market survey to explore the potential of the drainage products market in Great Britain. This investigation was key to their strategy for establishing a sales operation in this new market.
Research Objective: Evaluating Market Entry and Identifying Key Customers
The main goal of this project was to understand the dynamics of the GB market, assessing the feasibility of setting up a successful sales operation. Part of this objective included identifying key customer groups, such as influential system users, to comprehend the product’s benefits and its capacity to command a price premium in the market.
Research Methodology: Comprehensive Market Analysis
The research involved an extensive telephone research program with 81 interviews conducted with engineers, main contractors, civil engineers, ground workers, and local authorities. This approach provided a wide-ranging perspective of the market. Additionally, thorough desk research was undertaken, focusing on competitor analysis and evaluating the impact of new legislation on product approval processes. These activities were essential to understand the competitive landscape and effective product positioning.
Strategic Benefits and Market Entry: Laying the Groundwork for Expansion
The in-depth research provided the manufacturer with vital insights for informed decision-making. This groundwork facilitated a strategic approach to entering the GB market, significantly bolstering the company’s expansion plans. The comprehensive understanding of market dynamics, customer needs, and legislative impacts ensured a well-prepared and potentially successful market launch.