An international flooring manufacturer engaged Leading Edge to conduct an expansive analysis of the GB indoor sports floor market. This initiative aimed to establish a clear market size and growth forecast, identify market shares of both the client and key competitors, segment the market by product type, and pinpoint influential decision-makers and their brand perceptions.
Project Objectives: Comprehensive Market and Brand Analysis
The manufacturer set comprehensive objectives to guide their market expansion and product development strategies. They sought to understand the current market size and anticipate growth, discern their position relative to competitors, divide the market based on product offerings, identify individuals influencing product selections, and assess the market presence and reputation of their brand and others within the industry.
Research Methodology: Blending Primary Interviews with Secondary Data
To fulfil these goals, we conducted 42 telephone interviews with flooring contractors, supplementing these discussions with interviews with a similar sample of end users and architects from related sectors. This initial research was backed by three carefully designed questionnaires, created in close collaboration with the client to make sure all relevant topics were covered. To bolster the findings, extensive secondary research was undertaken, sourcing data from the Office of National Statistics, Construction Products Association Forecasts, and other government statistics to corroborate the interview insights.
Insights and Competition Analysis: Identifying Market Dynamics
The research revealed the principal factors influencing product selection and the key individuals integral to the specification process. It recognised how brand preferences are formed and the decision-makers whose influence can sway product choices. This data provided the client with a benchmark for their brand’s health, offering insight into the effectiveness of their marketing, product development, and communication strategies.
Strategic Benefits: Empowering Brand and Marketing Development
The analysis was instrumental in determining the client’s market size within their sectors, identifying trends and setting benchmarks against competitors. It illuminated areas where the brand excelled, areas that required enhancement, and unexplored market opportunities critical to refining brand positioning. Through comprehensive interviews, the client’s and competitors’ market shares were mapped, delivering transparency in the competitive landscape and identifying key players.
Conclusion: Guiding Strategic Market Engagement
The insights provided enabled the flooring manufacturer to grasp the complexities of the target market. This understanding is crucial for shaping investment strategies, tailoring marketing efforts, and designing products that resonate with market needs, positioning the manufacturer for success in the diverse landscape of the GB indoor sports floor market.
