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Case Studies by Process:
Market Research
- Fry Consultants completed a market trends study of the flat
glass industry. The study examined demand in the automotive,
construction, and specialty markets over
the next three years. It also assessed the potential threat posed
by exports, and provided qualitative information for other emerging
trends.
- For a client in the plastics industry,
Fry examined the market opportunity
for plastic coatings products based on vinyl formulations. We studied and
clarified the structure of the plastics industry, identified possible
acquisition candidates and described the strengths
and weaknesses of each candidate. Our market research led us to recommend
that our client not enter this industry as a merchant producer, as the nature of the
industry and the strengths of our client were not a good match.
- Fry Consultants represented Norrell Corporation, a global staffing company
offering strategic outsourcing services, to negotiate the
purchase of an Information
Technology staffing firm that provided contract programming to such Fortune
500 companies as Coca-Cola, Georgia Pacific and IBM. We analyzed and valued the
company as well as resolved cultural and human resources differences. The purchase
was finalized and the business began operating as a Norrell division.
- Fry Consultants has conducted a number of market research studies dealing
with the use of thermoplastic
sheet and film and assessed the competitive
situation in this industry. These studies also examined use of elastomers
in specialized applications, mold release agents in a variety of applications,
and specialized abrasion resistant coatings for non-ferrous and plastic
substrates. The nature of our research in these studies placed heavy emphasis
on the technical aspects of the products involved and the
opportunity provided by the client's technology.
- For one of the largest wood
window manufacturers and marketers, Fry completed a major distribution
opportunity study. The target market was the
"big box" retailers like Home
Depot and Lowe’s, as well as lumber yards. The project entailed market
research, including personal interviews with retailers and
customer/vendor satisfaction surveys. Using many of our recommendations, the client began
aggressively pursuing both the large retailer and lumber yard markets.
- Fry completed a multi-country market research survey using
the internet to evaluate the driving forces of the purchasing process of
high-end computer
workstations. The survey was used to determine the relative importance
of product and service features, as well as the perceptions of workstations
and workstation manufacturers.
- Fry Consultants organized a comprehensive primary research project for the
industrial lubricants division of a global oil
company in each of five industry sectors in which they had little or no penetration.
The division needed to develop a marketing strategy
for these five industry sectors. Fry researched each of these five industry sectors
by talking directly with decision makers, potential customers, and
competitiors. This research supported a marketing
strategy that was developed with assistance from Fry.
- A commercial construction firm wanted to evaluate
the opportunity for expanding into the industrial market. Fry Consultants
performed a market opportunity study, conducting
executive level field interviews with
economic development agencies and influencers,
architectural firms, developers, and direct
competitors. The result was a comprehensive decision-making "roadmap".
- A comprehensive North American market analysis was conducted for a global provider
of mail services. This effort included interviews
with customers, non-customers,and
competitors. The study objectives included
quantifying market size, vendor satisfaction analysis, e-commerce impact,
competitor market share, and emerging trends. As a result of our effort,
management developed a much better insight into and understanding of the
target market. New initiatives were implemented to enable the organization to
compete more effectively.
FRY CONSULTANTS INCORPORATED
2100 Powers Ferry Road SE, Suite 125
Atlanta, GA 30339-5067 USA
Ph: +1 (770) 226-8888 x224 Fax: +1 (770) 226-8899
Email: lynesmith@fryconsultants.com
www.fryconsultants.com
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