Case Study 1
Engagement Type: Product & Service Roadmap Development
Client Profile: Internal RFID start-up inside a mid-market, multinational supplier of advanced materials and components
Client Situation:
Client was near to completing its second year of marginal revenue performance. They could see some of their peers scaling faster, but, they could not define how large the market might be, and if their was enough market for their position to grow without need to be taking significant share from that peer group. If the market was in fact as large and healthy as they originally thought, then there must be a misalignment between their offering and approach with the market.
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"We rely on VDC for in depth and accurate rugged mobile computer market analysis. The access to their analysts and timely support make their services invaluable to us."
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“Whether syndicated or custom, VDC’s research and insight has helped shape our barcode and rugged mobile computing strategies for the last 12 years.”
—Director of Strategic Marketing
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"VDC Research Group's analysts are not only domain experts, but also creative thinkers that advise us on our strategic directions in the embedded systems market."
—Director of Marketing
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—Director, Market Intelligence
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"Market research from VDC has been instrumental in many of our key marketing decisions, helping us identify and capitalize on significant new opportunities"
—Director of Technical Marketing
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"VDC's research and analysis on the embedded software market offers key market insights that are critical to National Instruments for our planning and market opportunity analysis."
—Vice President of Product Marketing for Software
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"Wind River relies on VDC's embedded market research and industry analysts to offer actionable data and analysis for the company's strategic planning and opportunity analysis."
—Senior Director
Core Issue Set
- How big is the market and how fast is it growing?
- Where is this growth, specifically, by application and technical feature set?
- Does the company have the product to participate in the most attractive segments?
- And if it does not, does it have the capabilities to develop the solutions the most attractive segments are looking for?
- Which performance issues represent opportunities for the client to take share?
- Which of the client's many potential innovations will the market pay for, and now?
VDC Approach
- Develop a customized market estimate and forecast model that highlights the technical features and capabilities of the client.
- Poll a subset of the largest and fastest growing potential customers to the client to understand their role in the process of specifying, recommending or buying the client's technology
- Develop a tool that enables the client to identify market size, growth, channel and competition requirements by changing attributes of its offering
Client Outcome
- Client identified a number of weaknesses -- some confirmation, others new -- in its current offering.
- Client defined a cluster of related target applications that fit well with the client's capabilities to develop offerings that these markets were prepared to deploy
- Client secured funding to revise its R&D roadmap, purchase required capital equipment to support market-defined capabilities, and launch new demand creation campaigns for its new cluster of target applications.
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