Case Study

Market Analysis and Competitor Review for Building Product Manufacturer

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Leading Edge recently undertook a comprehensive market research project for an Irish building product manufacturer specialising in insulated foundation systems. This client sought to penetrate the UK construction market and required a deep understanding of the competitive landscape, customer dynamics, and potential market barriers. Our task was to provide detailed insights that would inform their strategic decisions and facilitate a successful entry into the market.

In-Depth Competitor Analysis for UK Market Entry

The primary objective was to analyse the UK insulated foundation system landscape, including a detailed review of products, market share, customer segments, and routes to market. Additionally, to explore three potential routes to market, examining customer types, specifiers, designers, and pricing structures. An essential part of the research was to identify market barriers, particularly those related to insurance and building warranties, and to collate and interpret relevant UK construction data to provide a holistic market overview.

Methodical Approach to Gathering and Analysing Market Data

To achieve these objectives, a multi-faceted approach was adopted with fifty in-depth telephone interviews conducted with building contractors, housebuilders, and other construction product manufacturers. A mystery shopper exercise was undertaken to obtain a granular understanding of competitor strategies, pricing, and customer service levels. Key players were identified, their market share, and the specific building products they offered. The analysis of the three routes to market highlighted viable paths and key players in each segment, allowing the client to tailor their market entry strategy effectively.

The research was further supported by extensive desk research, leveraging resources from the Office for National Statistics (ONS), company websites, Companies House, the National House Building Council (NHBC), and the Construction Products Association (CPA).

In-Depth Competitor Landscape and Market Dynamics Insights

The insights provided were not just theoretical but actionable. The client was equipped with detailed information that supported strategic decision-making and enhanced their market positioning. This data was crucial in enabling them to pursue entry into the UK construction market with confidence. Potential barriers were uncovered related to insurance and building warranties, which could have hindered market entry. By identifying these challenges, our client was enabled to develop strategies to overcome them. Moreover, the competitor analysis and market dynamics outlined allowed them to anticipate market trends and adjust their strategies proactively.

Strategic Benefits and Actionable Outcomes for the Client

In summary, our detailed and thorough market research equipped the client with the necessary tools and insights to successfully navigate the UK construction market. The project underscored the importance of a well-rounded approach to market research, combining qualitative and quantitative methods to deliver actionable business intelligence.

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