Market Strategy / Voice of Customer
Unlocking Growth Markets for High-Performance Chemistries
Client overview
Our client was a chemicals company that designed, manufactured, and sold high-performance polymers, composites, adhesives, and coatings for use in a range of industries including marine, transportation, construction, and personal care. To date, growth had been driven by customer demand for novel and specialised chemistries. To inform the company’s future growth strategy, there was a desire to better understand: (a) missed opportunities for growth within existing markets, and (b) opportunities for existing and/or new chemistries within markets not yet served. Intelligence on unmet needs within identified markets, opportunity size, challenges to market access and an evaluation of the client’s ‘right to win’ was needed to redefine the company’s future R&D / growth strategy.
The search
Strategic Allies Ltd. (SAL) initially evaluated each of the client’s portfolio chemistries, gathering insights on target market size, geographical trends, key players / market strategy, incumbent technologies, and innovations. From this, novel opportunities for innovation in existing and new markets were collated and shared. SAL then undertook a market validation study incorporating voice of customer research to prioritise the various opportunities. To define and validate specific opportunities, SAL engaged with several experts, many from SAL’s network, including independent consultants, academics, and C-suite executives. As well as validating secondary data, the primary research highlighted key challenges and/or considerations associated with moving into new sectors e.g.: stringent regulations, price sensitivity, customer access etc. The collated intelligence identified three key markets for consideration, each comprehensively profiled with detailed specific product/service opportunities. SAL also provided recommendations on go-to-market strategy and partners to support commercialisation.
“This is the perfect slide format … really helpful intelligence”
Outcome
SAL’s recommendations on leading innovation opportunities and go-to-market strategy were shared with the company board.
The client utilised intelligence from SAL’s market report to refine, and in some areas, redirect the company’s future R&D and commercialisation strategy.