Market potential analysis for a newly developed commercial vehicle in France and Italy

Requirements

A commercial vehicle manufacturer plans to introduce a newly developed vehicle for cleaning and maintenance applications in France and Italy.

DTO approach

The project design and an interview guide for expert interviews were developed in a joint workshop with the client. A total of 32 interviews were conducted with competitors, users, dealers, associations and other market experts. In addition to establishing sales figures for competing products and substitutes, various market potential scenarios were presented.

Results

The commercial vehicle manufacturer received a tailored analysis that served as the basis for its strategic direction. The findings also provided recommendations for action. By understanding business models, market characteristics, trends and procurement processes, the company gained a substantial competitive advantage.

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