SPECIALISTS FOR MARKET POTENTIAL ANALYSIS IN B2B AND INDUSTRY

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As a market research company specializing in market analyses in the German market, MEYER INDUSTRY RESEARCH prepares individual market potential analyses for industry and B2B sectors. Our strategic studies provide the basis for the development of new markets, target groups and applications, for diversification projects or the strategic orientation of companies in Germany.

On this page, you can learn more about the structure of our market potential analyses, the methods used to collect data and the proven project procedure for conducting market potential analyses in the industrial sector.

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Facts about the market potential analysis

IMPORTANT FACTS ABOUT THE MARKET POTENTIAL ANALYSIS

Facts about the market potential analysis

Market potential analyses systematically evaluate opportunities and risks in new and innovative markets.

Sie werden häufig eingesetzt, um die Erfolgschancen von Produktneuentwicklungen zu überprüfen, um belastbare Aussagen zum Marktpotenzial in Business Plänen herauszuarbeiten oder um eine marktseitige Bewertung bei größeren Investitionen vorzunehmen.

Compared to the classical Market analysis or Market study market potential analyses often deal with new and innovative markets, products or services that can open up new market niches or a new target market. Often market potential analyses also serve to prepare a Market development.

In many cases, investors and public funding agencies also require a neutral and comprehensible market potential analysis in order to be able to make a reliable assessment of the market situation and the risks associated with the investment.

Questions and answers about the market potential analysis

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

A market potential analysis systematically determines the possible sales volume of a defined product/service in a specific region. The market potential expresses the mathematically/ theoretically achievable size of a market (not to be confused with the actual market size of an existing market in which real sales are already being generated). Using a targeted market share of X% for the own company, a sales forecast can be calculated on the basis of the market potential.

Especially in the case of innovations and start-ups, the estimation of market potential is based on model calculations and scenarios using assumptions, as there are no statistics or empirical values from the past. Important for the successful determination of the market potential is the clear delineation of the target market/relevant market segments(market segmentation) as well as the comprehensible presentation of sources and assumptions in the calculation. 

The most common criticism of market potential analyses is the overestimation of target group size, customers' willingness to pay, and growth opportunities, as well as the underestimation of competitive technologies and substitutes.

A good market potential analysis provides a reliable and neutral picture of the market situation, sales potential, market growth, competition and future development scenarios. Opportunities and risks are illuminated in equal measure to provide a solid basis for investment and strategic decisions. To achieve this goal, experienced analysts evaluate as many different sources as possible. It is particularly important to be able to soundly evaluate the resilience and balance of individual sources. The information obtained via secondary research (statistics, market studies, trade journals, company databases, etc.) is usually backed up by supplementary interviews with market participants and experts.

In practice, many market potential analyses tend to overestimate opportunities and growth rates and underestimate risks and competitive technologies. This is usually due to a one-sided research methodology and an unbalanced interest of the author. It is the task of a neutral market analysis to illuminate opportunities and risks to the same extent and thus to create a reliable basis for investments and strategic decisions. The reader of market potential analyses should also be highly skeptical when studies forecast market developments over very long periods of time to the second decimal place. Particularly in the case of "off the shelf" market studies that are available for purchase and download from the Internet, the author's methodology and interests should be carefully examined before statements from these studies are adopted for the reader's own potential assessments.

Since market potential analyses forecast the future development of markets, they are naturally subject to uncertainties and risks. The task of experienced market analysts is therefore to draw as neutral and reliable a picture as possible of possible development scenarios, to evaluate them in a structured manner and to identify options for action. In general, the uncertainty of forecasts increases with the forecast period. Ultimately, the experience and industry knowledge of the market researcher plays a key role in the quality and informative value of a market potential analysis.

MEYER INDUSTRY RESEARCH focuses on market potential analyses in the industrial and B2B (business to business) sectors. We develop individual potential analyses in the automotive, mechanical engineering, medical technology, electronics and power engineering sectors. Our proven methodology enables the reliable assessment of potential, opportunities and risks in technologically demanding markets, market niches and future markets.

Do you have any further questions about conducting a market potential analysis? We would be happy to be your contact partner : Contact

SUCCESS FACTORS IN MARKET POTENTIAL ANALYSES

In more than 300 market analyses carried out in the industry, we have learned what is important when analyzing market potential, what possibilities and limitations exist when obtaining future-related data, and how to proceed in an efficient and targeted manner:

Understanding product and innovation

Particularly in the case of new products, innovations and novel technologies, a precise understanding of the product, product characteristics and unique selling points of the innovation is an important prerequisite for being able to align the market potential analysis correctly. By means of personal appointments or detailed telephone calls with you and your employees from technology and development, we ensure that all the necessary information is available to us and that we have a common understanding of the planned market potential analysis.

Extensive research access

We have access to numerous important research tools in technology areas worldwide. For example, we use access to international market study databases, evaluate the international trade press, access global company databases for competitive analysis and, especially in young markets, also use social networks, video platforms and other innovative tools to gather data. In this way, we also record current market changes, new product developments by the competition, and have access to the latest key market figures and market shares.

Access to industry experts

Especially in new markets, the assessment by market participants and industry experts is one of the most important sources for evaluating potential. As an important supplement to secondary research, we therefore use interviews with industry experts from our reliable network of customers, suppliers, institutes or universities, trade journalists or even consultants who have expertise in the relevant environment. These customer surveys provide in-depth insights into the receptiveness of the market, purchase intentions and potential sales volumes.

Intelligent summarization and analysis

"From data to insights" is the supreme discipline of any good market potential analysis. Only when the data on market potential, statistics, key figures and detailed information obtained from the various sources are brought together, compared with each other and combined to form a coherent overall picture, do the full possibilities of good market potential analyses open up. We are happy to support you in this step with our experience from numerous consulting projects and thus support your strategic planning and investments efficiently and professionally.

Experience and references

As a specialist for industrial market potential analyses, we have experience and extensive expertise from more than 300 completed projects. Especially in market analyses for automotive, potential market studies in mechanical engineering, innovation analyses and market research in the electronics sector or market evaluation and market analysis in energy technology, we can routinely and efficiently develop resilient market potentials. This experience is a guarantee for your project success. In our B2B Market Analysis References you can see what customers say about working with MEYER INDUSTRY RESEARCH.

EXTENSIVE MARKET POTENTIAL ANALYSIS EXPERIENCE IN THE INDUSTRY

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MEYER INDUSTRY RESEARCH offers individual market potential analyses for automotive, mechanical and plant engineering, electronics, energy and other technology-driven industries.

Our clients are medium-sized and larger manufacturers, suppliers and service providers who are planning systematic growth in new industries and want to benefit from opportunities in future markets. In addition, we support sophisticated M&A boutiques, investors and trade fair companies.

Click on the project examples to learn more about some current market potential analyses:

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E-axles are an essential component of electric cars of the future. A growing number of market participants are developing concepts in the field of electric axles, and market observers and major players such as Bosch and Continental expect a market worth billions. For our client, a component supplier in the automotive market, we investigated the opportunities and risks of entering the global e-axle market in a comprehensive market potential analysis.

Autonomous delivery robots are electrically powered small vehicles that deliver valuable goods, parcels or groceries to households and commercial customers. The aim of using delivery robots is to automate the "last mile" in delivery. The market for delivery robots is currently in a pilot phase, with numerous providers experimenting with the electric delivery vehicles. For our client, we conducted a comprehensive market potential analysis to investigate the opportunities and risks of a market entry in the field of electric delivery robots.

The expansion of fiber optic networks (FTTX) in Germany is a clear growth market, with current forecasts seeing annual growth of between 20 and 35% based on connected households (homes passed) until 2025. For our client, a leading technology supplier in the fiber optic network, we investigated opportunities and challenges in the further market development in a comprehensive market potential analysis.

Even though the fuel cell is still manufactured in relatively small quantities for special applications today, forecasts expect a possible large unit number potential if the technology establishes itself as an alternative to battery-powered electric vehicles. In this scenario, the development of manufacturing capacities in the fuel cell sector could become an attractive growth market for specialized special machine manufacturers: The high number of cells per fuel cell stack lead to high assembly costs. Processes must be automated and industrialized as quantities increase. Against this background, a medium-sized automation specialist commissioned us with a structured market potential analysis in the market for fuel cell manufacturing systems worldwide.

So-called sensor-based systems for cargo monitoring and control are increasingly being used in international logistics chains. The sensors are used to monitor transport conditions (e.g. temperature/humidity/light irradiation/vibration/shocks) and to track the loading status of load carriers and vehicles. The number of units already reaches high six-digit values. For our client, we analyzed the global market for sensor-based cargo tracking systems in a comprehensive market potential analysis and identified various market entry options for our client.

For our client, we conducted a market potential analysis to investigate new areas of application for an innovative CFRP material that is characterized by its particular stability, low weight and high surface resistance. The market potential analysis identified new applications in a structured manner and evaluated them in terms of potential quantities and market opportunities. In addition, we conducted interviews with potential users of lightweight technology to determine the key requirements for the further development of the material in the target sectors.

The integration of sensor data plays an important role in the successful implementation of partially and fully autonomous driving functionalities. In the medium term, OEMs in the passenger car sector are increasingly using central control units, so-called ADAS domain controllers. For our client, an automotive electronics supplier, we prepared a specific market potential analysis for the development of an ADAS domain controller in the passenger car and commercial vehicle market.

The market for surgical instruments is large and growing at stable rates. For an innovation in the field of bone punches/ rongeurs of our client, we investigated the market for surgical instruments in Germany and Europe. In the bone punches segment, we analyzed market size, competitive situation and customer requirements. The results of our market potential analysis were the basis for the client's further business planning, the acquisition of investor funds and the systematic market development.

PROFESSIONAL MARKET POTENTIAL 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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INDIVIDUAL CONSULTING FOR YOUR MARKET ANALYSIS

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

 We would be happy to advise you intensively and without obligation in the run-up to a possible cooperation on a market study, if desired also at a personal appointment at your site. We look forward to your inquiry!

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