Market opportunity assessment for identify the strength of potential partnership in print industry

• 分析与建模 - 大数据分析

• 消费品

• 销售与市场营销

• 数据科学服务

The client, a large print provider, was facing a challenge in evaluating potential partners. Despite having a strong portfolio of products and processes, and heavy investment in state-of-the-art technologies, the client lacked established metrics for assessing potential partners. The client wanted to ensure that any investment in a trade partner would be mutually beneficial. However, to make insightful decisions, they first needed to understand what was important to their end customers and how those customers used their services and products.

The customer in this case study is a large print provider that specializes in partnering with businesses to provide high-quality customized printing solutions for their customers. The company has a strong portfolio of products and processes to meet the needs of channel partners and has made heavy investments in state-of-the-art technologies. However, the company lacked established metrics for evaluating potential partners and needed a way to measure prospects and make insightful decisions.

Blueocean Market Intelligence developed a customized usage and attitude online quantitative study among 600 small businesses to learn about their habits and practices and path to purchase for business printing needs. They integrated the importance of key printing needs, the industry’s ability to meet those needs, and perception of potential partner’s strength in filling gaps as a means to build a Company Performance Index (CPI) and assign composite scores to companies for benchmark evaluation. They mapped competitive brands against one another to identify what printing characteristics were associated with what brands. This revealed insight into brand image perception, communication effectiveness, and overall marketplace positioning. They evaluated the performance of companies compared to the industry and current partners and measured brand strength and extendibility, market penetration, offer appeal, and the ability and willingness of the trade-partner to support the venture with marketing expenditure.

• The result led to a more disciplined approach in assessing how and when this print provider launched into new relationships with channel partners.
• The solution instilled more confidence in the decision-making process.
• Blueocean Market Intelligence has repeated the market opportunity assessment several times since the initial launch using the established process and analysis in order to evaluate prospects and recommend action backed by insight.