A global manufacturer of water and wastewater treatment equipment approached Leading Edge for support with evaluating international growth opportunities. While the business had an established UK presence, the management team wanted to make informed decisions about where and how to target export markets—particularly in regions where regulatory frameworks, project types, and procurement structures could vary significantly.
They needed a better understanding of potential demand, specification drivers, and competitor activity in a shortlist of target countries.
Project Objectives: Identifying Export Opportunities in the Water and Wastewater Sector
The project aimed to:
- Assess the market potential for the client’s product range in selected international regions
- Provide insight into local decision-making structures and specification routes for water and wastewater infrastructure
- Benchmark leading competitors active in those markets, including their positioning, routes to market, and brand reputation
- Deliver clear, evidence-based recommendations to support prioritisation of export activities and marketing strategy
Research Approach: International Market Mapping and Stakeholder Interviews
We proposed a two-phase programme of research:
Phase 1: Desk-Based Market Mapping
- Identified and profiled water and wastewater infrastructure activity across key regions in Europe, North America, and Asia-Pacific
- Reviewed public infrastructure investment pipelines, key project drivers (e.g. decarbonisation, resilience, population growth), and procurement models
- Mapped competitor presence and assessed visibility through trade media, association membership, case studies, and website content
Phase 2: In-Depth Interviews
- Conducted telephone interviews with a range of stakeholders involved in specification and procurement, including engineering consultants, public utility procurement officers, and water infrastructure contractors
- Explored attitudes to imported products, specification practices, procurement routes (frameworks vs. direct), and the perceived strengths and weaknesses of local and international suppliers
- Gathered feedback on the client’s offer where feasible, including potential barriers to adoption and perceived differentiators
Research Outcomes: Market Prioritisation and Competitor Benchmarking
Our findings were delivered through a detailed written report, supported by a presentation to the client’s senior leadership and export team. Key outcomes included:
- A ranked summary of market potential across the shortlisted countries, considering both demand-side opportunity and likely ease of market entry
- Clear comparisons of procurement drivers and specification preferences between countries
- Profiles of key competitors in each region, with insight into how their approach to branding, partnerships, and technical support was influencing market share
- Recommendations for target markets, messaging adjustments, and potential strategic partnerships or routes to market
The client used our findings to support internal investment decisions, refine their export business plan, and brief their international sales and marketing teams on where to focus next.
