Market strategy
Client
The client is a UK engineering company, manufacturing a range of specialist vehicles, sold throughout the Europe and North America. Division turnover is approximately £60m annually.
Research Brief
The goal was to provide accurate estimates of market size and future trends, competitors' market shares, the critical purchase factors of importance to customers, the client's image and performance in meeting these needs and a strategy to defend its position as market leader.
Results
The research identified two key competitors presenting a growing threat, one market niche where the client's new product is forecast to gain market share and two key areas of performance where improvement was required in order to enable it to retain its market position. This client subsequently commissioned two similar strategy studies for France and Germany.