MEYER INDUSTRY RESEARCH: EXPERTS FOR MARKET ENTRY ANALYSES IN GERMANY

As a professional market research company for market entry analysis in Germany, MEYER INDUSTRY RESEARCH is your specialist for obtaining important market, customer and competitive information when entering new markets.

We have special experience in market entry analyses in Germany's industrial and B2B sectors. Among the clients of a market entry analysis at MEYER INDUSTRY RESEARCH are e.g. medium-sized and larger companies from the automotive, mechanical and plant engineering, medical technology and energy technology sectors.

CURRENT MARKET ENTRY ANALYSES - PROJECT EXAMPLES

For our clients we develop customized market entry analyses, which are individually tailored to the respective requirements. In many cases, our market analyses deal with innovative products and services in technology-driven markets. In more than ten years, we have conducted over 300 successful market entry analyses for our clients. Using an intelligent mix of secondary sources and qualitative interviews with decision-makers in the target market, we create clarity for our clients.

Click on the project examples to get to know some exemplary market and competition analysis projects of MEYER INDUSTRY RESEARCH.

Fahrzeughersteller setzen bei zukünftigen Fahrzeugplattformen vermehrt auf die Konsolidierung und Zentralisierung ihrer Elektronikarchitekturen und setzen hierzu vermehrt zentrale Steuergeräte/ Domain Controller ein. Ein zentrales ADAS-Steuergerät übernimmt die Zusammenführung wichtiger Sensordaten und ist stellt somit das “Gehirn” des autonomen Fahrzeugs. Unser Auftraggeber, ein international tätiger Elektronik-Hersteller im Automotive Bereich, plante die Entwicklung eines zentralen ADAS-Controllers und beauftragte uns zur strategischen Bewertung mit einer Markteintrittsanalyse für den Einsatz bei europäischen PKW- und NFZ-OEMs.

For a supplier of high-performance vehicles, we conducted a market entry analysis to investigate the opportunities and potential of a portfolio expansion in the vehicle accessories sector. Among other things, market size and growth potential, important market segments as well as customer requirements and trends in the global automotive accessories market were examined.

Für einen internationalen Automobilzulieferer untersuchten wir in einer strategischen Markteintrittsanalyse die zukünftigen Marktchancen und Risiken durch den Trend “Shared Mobility”. Die potenzielle mittelfristige Entwicklung hin zu gemeinschaftlich genutzten, autonomen Fahrzeugen wird nicht nur das Geschäft der OEMs verändern, sondern wird sich auch maßgeblich auf das Geschäft von Zulieferern auswirken. Neue Geschäftsfelder entstehen, während etablierte Geschäftsmodelle an Bedeutung verlieren können. Unser Auftraggeber bereitet sich auf Basis unserer Marktanalyse schon heute auf die möglichen Marktszenarien der Zukunft vor.

In order to meet the rapidly growing demand for Li-ion batteries for electric mobility, more and more automation and robotics are finding their way into battery production worldwide. For our client, a supplier of highly specialized automation systems for battery manufacturing, we conducted a market entry analysis of the global market for Li-ion manufacturing, identified the major battery producers in key manufacturing countries, and analyzed the leading competitors for battery manufacturing technologies.

Governments worldwide are increasing their investments to enhance homeland security. Manufacturers of surveillance and detection technology are benefiting from this trend and expanding their product portfolio. In addition to the established X-ray technology, complementary technologies such as gamma spectroscopy, infrared spectroscopy or ion mobility spectrometry (IMS) are increasingly being used. For a supplier of shielding technology for security systems, we conducted a market entry analysis to investigate the market and the leading suppliers of X-ray-based security systems. Based on the market analysis, the client systematically developed the high-growth market.

For an innovative system for the automatic cleaning of conveyor chains in overhead conveyor systems, we conducted a market entry analysis to investigate market potential, the competitive situation, customer requirements and market entry barriers. Through numerous interviews with technical managers and production managers at powder coaters, larger paint stores and foundries, we developed a solid basis for the client for the planned market entry in the German-speaking and European market.

We supported our client, an Iranian manufacturer of material testing machines, in its planned market entry in Germany and Europe by means of a customized market entry analysis. The focus was on equipment for destructive material testing, which had previously been sold exclusively in the domestic market and in the Asian region and which could now be sold specifically to German customers on the basis of our market analysis.

Our customer, a system manufacturer of optomechanical components especially for medical technology, commissioned us with a market entry analysis in ophthalmology. In specific application segments such as slit lamps and surgical microscopes, we developed the basis for the planned expansion of the market position and the expansion of sales activities in the market.

Questions and answers about the market entry analysis 

Here we answer some common questions asked by our clients about conducting a market entry analysis:

A market entry analysis systematically examines a defined target market on the basis of defined criteria/questions, usually in preparation for a planned Market entry of a new market. Important criteria for the evaluation of a market are e.g. market size/ market potential, competitive situation, customer requirements as well as market entry barriers.

The market entry analysis serves as a reliable assessment of strengths, weaknesses as well as opportunities and threats of the own company in the target market(SWOT analysis). Based on the market entry analysis, a general decision can be made regarding the attractiveness of the target market (market entry yes/no), but also the suitable Market entry strategy (e.g. own location, export, joint venture, acquisition) can be chosen.

Market entry analysis uses both secondary sources (e.g. statistics, databases, publications of companies in the market, professional articles) and primary market research methods (e.g. expert interviews, customer surveys, panels) as market research methods.

According to Ansoff's product/market matrix, a distinction is made between three typical cases of market entry projects for which market potential analyses are prepared:

(1) Market development strategy: An existing product is placed in a new market (e.g. new country market, new customer segment).

(2) Product development strategy: A new product is to be placed in an existing market (country market, customer segment) as well as

(3) Diversification strategy: A new product is to be placed in a new market (e.g. new country market, new customer segment).

In order to obtain a reliable basis for the planned market entry, a market entry analysis should address the following questions:

(1) Current market size/market potential: What is the volume of the market today? What unit numbers and sales volumes does the market currently offer?

(2) Market growth: What future development can be expected in the next few years? What factors are driving market development?

(3) Market segments: Which segments and submarkets have the most attractive potential for market entry?

(4) Competitive situation: Which competitors are active in the market? How do you work the market and what are their strengths and weaknesses?

(5) Target customers: What are the customer segments? Who are the most important target customers?

(6) Customer requirements: Which requirements are important for market development?

(7) Trends: What trends and new developments are influencing the market?

A good brand entry analysis uses a variety of sources to draw a reliable and as complete as possible picture of the target market. Important data sources for a market entry analysis are Market studies and statistics, search engines, specialized journals on the target industry, information in the environment of trade fairs and industry events, data from Industry associations, international Company databases, annual report databases and social networks such as Xing or LinkedIn. Particularly in technically driven niche markets and innovative areas, additional structured expert interviews essential to obtain a solid assessment of market opportunities and risks in the new market. Therefore supplements MEYER INDUSTRY RESEARCH's structured secondary research in most of the market entry analysisprojects through systematic expert interviews.

If sufficient time and experienced employees are available in one's own team, a market entry analysis can in principle also be carried out internally. However, it should be noted that, depending on the background knowledge and interests of the employee entrusted with the task, internal implementation can also lead to unbalanced results: If the employee wants to advance "his" topic internally, he will look for positive market information more specifically than market risks. If the employee considers the market under investigation to be unattractive from the outset, he may also approach the topic with a corresponding search strategy. In such cases, this is referred to as a "bias" or "preconception" of the analysis. In such cases, it can make sense to work with a specialized agency that can prepare market entry analyses in a neutral and resilient manner.

Do you have further questions about conducting a market entry analysis? We are happy to be your contact partner.

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PROFESSIONAL MARKET ENTRY ANALYSIS OF UNCOMPROMISING QUALITY - EXTENSIVE REFERENCES

Managing directors, sales managers, strategy and business development managers at more than 100 client companies rely on our meticulous market analyses for one central reason: the uncompromising quality and resilience of the results of our market analyses. Our demanding customers also appreciate the personal and open cooperation with our team and express this in numerous references - please get an impression yourself.

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Trustful personal cooperation and the high quality and resilience of our analyses are top priorities at MEYER INDUSTRY RESEARCH.

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