Market Entry

Market Research and Entry


Our client operates in the Office Refit/Refurbishment Industry. Their operations cover the specification and project management of large office refurbishment’s. They enjoy an enviable reputation for quality, effective management and timely project completion within budget. All of which has facilitated consistency of returns and a share of this competitive UK market of some 10% plus. However, like all customer focused businesses they continually explore ways in which they can add value to their service offering and get closer to their customers.

Consulting Assignment

They were considering broadening their service offering to include the design and build of the IT Cabling Systems which facilitate Voice, Data and Video communications in buildings, since these systems are usually replaced during refurbishment. Hence, they asked us to conduct a market survey of the IT Infrastructure Industry in order to assess the attractiveness of entering this industry and to survey their existing customers to see if they would buy the new service.

Key Project Activities

We prepared an analysis of the industry including, size, profitability, influences, segmentation analysis, trends and broad company profiles. Having selected a shortlist of companies we then conducted exploratory interviews at director level with these organisations, which enabled us to prepare detailed company profiles including, market focus, strategy, profitability, growth and routes to market, including an evaluation with respect to business attractiveness, strategic fit and recommendations on type of alliance.

Our researchers conducted a survey of the clients customers by segment and we analysed the results. The whole process was conducted in a 6 week time frame.

Case Study no 36 - Market entry

Client Benefits

Our client commended our report as invaluable in terms of facilitating the decision on entering the IT Infrastructure Industry and in terms of the recommended strategy for doing so.