Instrumentation manufacturer wanted to explore setting up a distribution business model

Presented by Geo Strategy Partners

Challenge

Building automation systems manufacturer wants to obtain a market leadership position and needs to evaluate becoming a distributor. Company needs to validate if distributor model is sound and if it will be an extension of their current business unit or a new entity under a different brand name to incorporate competitor product in offering.

Proprietary solution

Extensive secondary research on market trends, key players and distribution channel. Research complemented with 20 qualitative in-depth interviews (IDIs) and 95 quantitative phone surveys.

Result

Exhaustive research unveiled that buyers do not have an issue with a manufacturer becoming a distributor, there are no actual barriers to penetration, and unmet needs do exist. The full report included market dynamics with charts, graphs and analytics of value drivers that portrayed buying behavior, attitudes and impressions from key customer and users. Findings indicated a soft green light to create a separate distribution business.

While market size was not as large as expected by the client, becoming a distributor would allow them to gain new clients held by other distributors. Recommendations were made to include an online model, as it showed potential.

About this project

Business issue:

Brand / product / service repositioning

Market research specialties

Telephone Secondary Research / Desk Research Manufacturing / Machinery One-on-One / In-depth Interviews (IDIs) Qualitative Services - General Brand Positioning

Presented by:

Geo Strategy Partners

Consulting

Full Service

International

Business-to-Business and Industrial Market Research. The Go-to-Firm for Go-to-Market Strategy. Global scope. Full capabilities.