A leading UK manufacturer of residential front and back doors initiated Leading Edge to perform a comprehensive market analysis project. The aim was to gain a deep understanding of the market size, assess their brand positioning, analyse competitors, and study buyer behaviour within the residential door sector.
Methodology: Multi-Staged Market Analysis
The approach to this analysis was multi-staged. First, extensive desk research was conducted, utilising statistics from sources like the Office for National Statistics (ONS) and forecasts for residential construction from CPA, AMA Research, and IBIS World. This step was vital to estimate the market size and predict future trends. Additionally, a telephone survey with 76 door installers across the UK provided ground-level perspectives on installation processes, market dynamics, and consumer preferences. To gain deeper insights, in-depth interviews were held with installers and trade associations, offering a clearer view of the market and industry practices.
Competitor Evaluation and Customer Experience Assessment
An integral part of the study was a comprehensive evaluation of 11 main competitors. This analysis covered various aspects such as competencies, revenue, routes to market, product types, and social media activities, offering a detailed landscape of the competitive environment. Moreover, a mystery shopping exercise, coupled with the collection of pricing information, provided insights into competitor pricing strategies and customer experiences.
Strategic Outcomes and Conclusion: Informing Business Strategy
The findings from this extensive market analysis were instrumental in informing the manufacturer about the optimal positioning of their brand. It provided them with comprehensive insights necessary for shaping their commercial and product strategies, considering both the current market conditions and future trends. This study underscores the significance of adopting a multifaceted approach in market analysis. By integrating various research methods, the study provided a comprehensive understanding of the market size, competition, and consumer preferences, enabling the manufacturer to strategically position itself and adapt its business strategies effectively within the UK residential door market.
