A Fortune 100 US diversified group was planning to aggressively pursue growth in one of their recently launched businesses (Sensing & Control) for India. They were looking to ramp up their resources and market reach to aggressively capture market share. The company identified the need for an external support to assist them in their rapid market expansion Initiative The Assignment:. The need for external consultant came up as they were seeking to identify the market potential for their products, understand the competitive landscape, prioritize the opportunities and do the resourcing to execute their growth strategy in the least time possible. We were given just 8 weeks to execute the “Market Potential & Competitive benchmarking “ assignment

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Case- Market Potential & Competitive Benchmarking
Overview: A Fortune 100 US diversified group was planning to aggressively pursue growth in one of their recently launched
businesses (Sensing & Control) for India. They were looking to ramp up their resources and market reach to aggressively capture
market share. The company identified the need for an external support to assist them in their rapid market expansion Initiative.
The Assignment: The need for external consultant came up as they were seeking to identify the market potential for their
products, understand the competitive landscape, prioritize the opportunities and do the resourcing to execute their growth
strategy in the least time possible. We were given just 8 weeks to execute the “Market Potential & Competitive benchmarking “
assignment.
The Challenge : The challenges the assignment posed were multifold > there were a large number of market participants in this
sector both from the supply side (>30 local suppliers & >15 global suppliers) and from the demand side (>15 applications right
from OHV, HVAC, Water, Machine Tools, Marine, DG Set, Oil & Gas, Medical Equipment, etc) . Added to this a large number of
the suppliers and customers were in the unorganized sector. This made the task of gathering accurate information and
converting it into useful insights for the company very challenging. The third challenge was to understand the product and its
applications, as these were highly technical and needed a fair degree of understanding before one could venture out in front of
customers/prospects. The fourth challenge was of course to complete the assignment to the clients satisfaction within 8 weeks !
The Solution: Expand in India with its highly qualified professional team quickly got into understanding the product and its
applications . They hooked on to their network of business colleagues from the industry to understand the market dynamics for
the Control & Sensing Industry.
Having understood the basics the team quickly collated all the secondary information around key players, customers, industry
experts and other decision makers from respective application areas. All the industry contacts and secondary data was used to
map the market and meet the key customers. Long hours were spent to deep dive into each end use application and
understand the customer decision criteria, specifications of product used, key growth drivers in the industry , route to market,
product differentiation and criteria for sizing up the opportunity. The first hand information from the customer along with
specific secondary data research was used to scope the potentials in each applications. In the process some novel ways to size
the market and competition were also used.
The strong network of present and old business contacts , market participant interviews and smart secondary research was
used to map the Competitive landscape for the industry.
The Result: In the end the client was very happy with the findings and recommendations from the Assignment. The client infact
mentioned that the template used by Expand in India was very insightful and would be used for similar work globally in other
countries as well. The Business impact has also been positive with company starting to make strong inroads in the Indian Market
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