An American manufacturing conglomerate, renowned for its sustainable building products, aimed to extend its reach into the United Kingdom required Leading Edge to conduct a market research project. This strategic move focused on enhancing the market presence of its tapes and air vapour control layer products.
Company Background: Embracing Sustainability in Construction
As a significant figure in the global building products industry, the client is distinguished for its commitment to sustainability, integrating eco-friendly practices into product design and manufacturing. Their goal was to bolster their presence in the UK’s competitive construction materials market.
Project Objective: Capturing Market Share in the UK
The project’s primary objective was to pinpoint opportunities for increasing the market share of the company’s specialised sustainable products within the UK market.
Research Methodology and Market Analysis: Understanding the UK Landscape
The research was conducted in two stages. The first stage involved a survey to identify key trades and sourcing channels for the products. The second stage consisted of in-depth telephone interviews with key users and distributors to gauge current market conditions, growth areas, usage patterns, and competitors, as well as to estimate the business’ market share. Complementing this was extensive desk research to ascertain the total market size and identify potential opportunities in the UK, providing a rounded view of market trends and customer preferences.
Strategic Outcomes: Informing Growth and Market Positioning
The outcome was a comprehensive assessment of the UK market, detailing market routes, buying behaviours, competitor landscape, and overall market size. These insights enabled the conglomerate to formulate a robust strategy focused on increasing market share. It helped align their offerings with market demands, positioning them as a frontrunner in sustainable building products in the UK.
