Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Strategic marketing and salesControl loop - step 2.: Market analysis
© Michael Richter
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Having available the data from step 1 – structured as suitable for the respective company – we know where there are promising regions, i. e. as well the countries as the regions in the countries as the industrial areas.
Hereafter please see the – neutralized – data out of an original research and analysis which I elaborated for a foreign client:
Results out of the database ‘XYZ’ – CD
Legend:
In fact there is no database which covers 100 % of a market, however, even from these data some conclusions can be made – of course finally depending on the targets of the respective company:
MB = medium sized company = > 10 - < 100 employees
GB = large company = 101 to abt. 500 employees
Producer of:
Bavaria
German total
Baden-Württemberg
MB
GB
MB/GB
MB
GB
1. general machine construction
1229
495
8492/3150
1904
792
2. Conveyor systems
20
5
162/63
25
15
3. Air conditioning plants
63
30
422/200
70
54
4. Ventilation systems
11
6
69/40
13
8
5. Wastewater treatment plants
29
11
171/160
25
13
6. Electricity works
11
24
153/133
22
16
Total numbers:
1363
571
9406/3746
2059
898
Market shares
14,50%
15,20%
100%
21,90%
24%
1. The total market of these industries in Germany consist of minimum 9.406 MBs and 3.746 GBs
2. 36,4 % (14,5 + 21,9%) of these companies are situated in the two South-German countries
3. This is also true for 39,2 % of the GBs
4. 29,7 % of all such companies come from Bavaria and 45,9 % from Baden-Württemberg
5. With 36,4 % and 39,2 % these two German countries – situated next to another – as well as next to the borders of Switzerland and Austria, seem to be the most interesting areas of Germany’s 16 countries.
Additional data available tell us more regarding the turnover of each company, etc., so that we can conclude that these regions would be perfect for a company supplying its products into these or part of these industries.
Furthermore this market analysis is complemented by all data concerning potential sales partners/distributors, synergy partners, competitors, etc., whatever is needed to make decision on the ways to follow.
Further steps >>
