Leading Edge performed research and analysis for a construction materials supplier that aimed to penetrate the UK infrastructure market, seizing opportunities presented by the high haulage costs associated with imported aggregates.
Research Objective: Assessing Market Entry and Customer Preferences
The main goal of this research was to gauge potential customers’ requirements in a new supplier and evaluate the feasibility of transitioning them to this new provider. This understanding was essential for the supplier to establish a successful market presence.
Research Methodology: Comprehensive Market Analysis
The initial research phase involved conducting telephone interviews with key market players to grasp market dynamics and preferences. This phase was augmented by extensive desk research to gain an overall market perspective. The research then shifted to a targeted phase, involving focused interviews with potential customers directly relevant to the supplier’s business, such as those in aggregate production, anti-skid surfacing, and road construction.
Market Analysis and Research Outcomes: Identifying Competitive Edges and Sales Opportunities
A detailed examination of the UK infrastructure market covered essential aspects like specifications, pricing strategies, distribution channels, and key customers. This analysis aimed to identify competitive advantages and strategic entry points for the client. From this research, 12 strong sales leads emerged, offering tangible business opportunities for the supplier to establish a firm foothold in the UK market.
Conclusion: Strategising for Successful Market Entry
The two-phased approach, combining interviews and market analysis, provided the supplier with critical insights into the UK infrastructure market. This comprehensive understanding enabled the client to pinpoint new business prospects and devise strategies for capturing market share in a competitive industry. The study underscored the value of in-depth market research in facilitating effective market penetration, highlighting how tailored insights can pave the way for a successful and strategic entry into new markets.
