Case study - A leading high-tech vehicle component manufacturer

Overview

The context

Our client is a tier 2 manufacturer of high-tech components for high-speed rail vehicles in the UK. Their components would also be suitable for other rail markets. They could diversify their product range to supply components to the air and road sectors.

The market for vehicle components is large. It covers air, road, rail and sea and demand occurs at build and through the life of each vehicle.

High levels of safety regulations, certification and compliance can be time-consuming and expensive.

Customer relationships are often complex, involving consortia formed to support specific operators or projects, or to overcome global trading restrictions.

The largest vehicle manufacturers have well established supply chains, so the best entry strategy is not always going direct to the tier 1 builder. Finding the right partners could open bigger opportunities.

Client objectives

Enter the air fleet market and expand the UK rail component business into international markets

The market intelligence problem

The client's production capabilities were suitable to specific types of components and the specifications were for high quality finish, low weight  high strength.

The challenge was to find the specific opportunities for the client for their niche products and production capabilities.

General market and sector information was not good enough. Detailed datasets did not exist to support the clients decisions.

The information needed to be built bottom-up from a wide variety of sources and be based on opportunities presented by each operational fleet of vehicles in each country.

The Marketvista Dataset we delivered:

The Markevista Dataset and Research was delivered to Directors, Marketing and the Sales team.  The data was delivered as a database, ready to load lists of companies and sales targets for loading into their CRM system and a number of handy analytical workbooks.

  • Identfied, sized and prioritised individual contract copportunties in the global air and rail markets
  • Specified which product types to focus on to address each market
  • For the high prirotiy opportuntties and markts, we identified key contacts in each customer with the most need for the client's range of products

Overcoming the market intelligence problem

Finding the disparate sources of data

  • 750000 targeted web searches

  • >260 competitors profiled

  • Research methods: desk, data and interviews

  • 78 open sources used

  • 54 an other

  • 768 examples

Standardising the product classifications between the different sources

Marketvista Dataset

Data was cleansed from 98 differtn sources.

This was cleansed

Deduplicated

and fused into one consistent dataset

Vehiclecomponentcasestudyv2

Marketvista Research

Operational fleet analysis

The operating fleets were analysed to identify the likely timescales for replacement and refurbishment

Export/import tariffs and regulations

Export regulations and tariffs that could affect the attractiveness of each market

Supply chain maps

Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

Ease of doing business

Ease of doing business data to understand the ease or difficulty in entering each territory

Tier 1, 2 and 3 manufacturers and integrators

Tier 1, 2 and 3 manufacturers and systems integrators and their existing relationships, their locations and the territories they target to identify potential customers or competitors

Future order books

The value of the future order books for aircraft and trains in each country

Social, economic and political factors

Social, economic and political data that would drive demand or pose risks

Components per vehicle type

Make, model and number of components needed per vehicle model to estimate likely value of component orders

Refurbishment & Maintenance cycles

The refurbishment and maintenance cycles for each make and model of aircraft and train

Infrastructure projects

Infrastructure development and vehicle replacement projects with information on the project size, procurement status and expected time to procure components, and incumbent suppliers for related projects

Names and contact details of key suppliers

Names, locations, roles and contact details of key buyers to locate clusters of customers that can be easily reached in a sales campaign

Vehicle replacement projects

Vehicle replacement projects with information on fleet size, procurement status and expected time to procure components, and incumbent suppliers for related projects

Vehicle builders, operators and maintainers

Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

The details in the dataset

The refurbishment and maintenance cycles for each make and model of aircraft and train

The value of the future order books for aircraft and trains in each country

The largest customers within each market based on current size and projected growth and their position within the value chain

Names, locations, roles and contact details of key buyers to locate clusters of customers that can be easily reached in a sales campaign

Size of the rail and air market for each component in each country by the type of aircraft and train and their builders, operators and owners

Make, model and number of components needed per vehicle to estimate likely value of component orders

Age of each operator fleet to estimate the likely refurbishment or replacement time scales

Builder, maintenance and operator information, including any consortia, to identify the largest customers

Infrastructure development and vehicle replacement projects with information on the project size, procurement status and expected time to procure components, and incumbent suppliers for related projects

Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

Outcomes

  1. Sized and prioritised the opportunities to sell into the global air and rail fleet markets
  2. Identified which product types to focus on to address the market
  3. For the key markets, identified key contacts in the customers with the most immediate need for their range of products

 

  • Sized and prioritised the opportunities to sell into the global air and rail markets
  • Identified which product types to focus on to address the market
  • For the key markets, identified key contacts in the customers withthe most immediate need for their range of products
filter2
sectors graphic only

The Marketvista Datasets:

  • The datasets were packaged together by sector ready for import into their CRM system.
  • The size of the current market in rail and air for each component in each country globally by the key types of aircraft and train and their builders, operators and owners
  • The refurbishment and maintenance cycles for each make and model of aircraft and train
  • The value of the future order books for aircraft and trains in each country
  • The largest customers within each market based on current size and projected growth and their position within the value chain
  • Names, locations, roles and contact details of key buyers to locate clusters of customers that can be easily reached in a sales campaign

 

The datasets contained information on the number of existing and future vehicles together with detailed information on each vehicle:

  • Make, model and number of components needed per vehicle to estimate likely value of component orders
  • Age of each operator fleet to estimate the likely refurbishment or replacement time scales
  • Builder, maintenance and operator information, including any consortia, to identify the largest customers
  • Infrastructure development and vehicle replacement projects with information on the project size, procurement status and expected time to procure components, and incumbent suppliers for related projects
  • Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

 

Additional information was also included within the package:

  • Tier 1, 2 and 3 manufacturers and systems integrators and their existing relationships, their locations and the territories they target to identify potential customers or competitors
  • Ease of doing business data to understand the ease or difficulty in entering each territory
  • Social, economic and political data that would drive demand or pose risks
  • Export regulations and tariffs that could affect the attractiveness of each market
  • Finding sales opportunities for a high-tech vehicle component manufacturer

The Marketvista Datasets:

  • The datasets were packaged together by sector ready for import into their CRM system.
  • The size of the current market in rail and air for each component in each country globally by the key types of aircraft and train and their builders, operators and owners
  • The refurbishment and maintenance cycles for each make and model of aircraft and train
  • The value of the future order books for aircraft and trains in each country
  • The largest customers within each market based on current size and projected growth and their position within the value chain
  • Names, locations, roles and contact details of key buyers to locate clusters of customers that can be easily reached in a sales campaign

The datasets contained information on the number of existing and future vehicles together with detailed information on each vehicle:

  • Make, model and number of components needed per vehicle to estimate likely value of component orders
  • Age of each operator fleet to estimate the likely refurbishment or replacement time scales
  • Builder, maintenance and operator information, including any consortia, to identify the largest customers
  • Infrastructure development and vehicle replacement projects with information on the project size, procurement status and expected time to procure components, and incumbent suppliers for related projects
  • Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

Additional information was also included within the package:

  • Tier 1, 2 and 3 manufacturers and systems integrators and their existing relationships, their locations and the territories they target to identify potential customers or competitors
  • Ease of doing business data to understand the ease or difficulty in entering each territory
  • Social, economic and political data that would drive demand or pose risks
  • Export regulations and tariffs that could affect the attractiveness of each market
  • Finding sales opportunities for a high-tech vehicle component manufacturer

The problem - Selecting the right sales opportunities to target is often complex

analysis

The market for vehicle components is large. It covers air, road, rail and sea and demand occurs at build and through the life of each vehicle.

High levels of safety regulations mean manufacturers often choose a limited number of vehicles to support, as certification and compliance can be time-consuming and expensive. Customer relationships are often complex, involving consortia formed to support specific operators or projects, or to overcome global trading restrictions.

The largest vehicle manufacturers have well established supply chains, so the best entry strategy is not always going direct to the tier 1 builder. Finding the right partners could open bigger opportunities.

What we did

The data and research we delivered

  • Targeted web searches 750000

  • Competitors profiled >260

  • Scope Global

  • Open data sources 75

  • Research methods: Desk, Data, Interview

sectors graphic only

The details in the dataset

The refurbishment and maintenance cycles for each make and model of aircraft and train

The value of the future order books for aircraft and trains in each country

The largest customers within each market based on current size and projected growth and their position within the value chain

Names, locations, roles and contact details of key buyers to locate clusters of customers that can be easily reached in a sales campaign

Size of the rail and air market for each component in each country by the type of aircraft and train and their builders, operators and owners

Make, model and number of components needed per vehicle to estimate likely value of component orders

Age of each operator fleet to estimate the likely refurbishment or replacement time scales

Builder, maintenance and operator information, including any consortia, to identify the largest customers

Infrastructure development and vehicle replacement projects with information on the project size, procurement status and expected time to procure components, and incumbent suppliers for related projects

Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

Outcomes

  1. Sized and prioritised the opportunities to sell into the global air and rail fleet markets
  2. Identified which product types to focus on to address the market
  3. For the key markets, identified key contacts in the customers with the most immediate need for their range of products

 

filter2

The Marketvista Datasets:

  • The datasets were packaged together by sector ready for import into their CRM system.
  • The size of the current market in rail and air for each component in each country globally by the key types of aircraft and train and their builders, operators and owners
  • The refurbishment and maintenance cycles for each make and model of aircraft and train
  • The value of the future order books for aircraft and trains in each country
  • The largest customers within each market based on current size and projected growth and their position within the value chain
  • Names, locations, roles and contact details of key buyers to locate clusters of customers that can be easily reached in a sales campaign

 

The datasets contained information on the number of existing and future vehicles together with detailed information on each vehicle:

  • Make, model and number of components needed per vehicle to estimate likely value of component orders
  • Age of each operator fleet to estimate the likely refurbishment or replacement time scales
  • Builder, maintenance and operator information, including any consortia, to identify the largest customers
  • Infrastructure development and vehicle replacement projects with information on the project size, procurement status and expected time to procure components, and incumbent suppliers for related projects
  • Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

 

Additional information was also included within the package:

  • Tier 1, 2 and 3 manufacturers and systems integrators and their existing relationships, their locations and the territories they target to identify potential customers or competitors
  • Ease of doing business data to understand the ease or difficulty in entering each territory
  • Social, economic and political data that would drive demand or pose risks
  • Export regulations and tariffs that could affect the attractiveness of each market
  • Finding sales opportunities for a high-tech vehicle component manufacturer

The Marketvista Datasets:

  • The datasets were packaged together by sector ready for import into their CRM system.
  • The size of the current market in rail and air for each component in each country globally by the key types of aircraft and train and their builders, operators and owners
  • The refurbishment and maintenance cycles for each make and model of aircraft and train
  • The value of the future order books for aircraft and trains in each country
  • The largest customers within each market based on current size and projected growth and their position within the value chain
  • Names, locations, roles and contact details of key buyers to locate clusters of customers that can be easily reached in a sales campaign

The datasets contained information on the number of existing and future vehicles together with detailed information on each vehicle:

  • Make, model and number of components needed per vehicle to estimate likely value of component orders
  • Age of each operator fleet to estimate the likely refurbishment or replacement time scales
  • Builder, maintenance and operator information, including any consortia, to identify the largest customers
  • Infrastructure development and vehicle replacement projects with information on the project size, procurement status and expected time to procure components, and incumbent suppliers for related projects
  • Supply chain maps showing the current component manufacturers supplying each vehicle builder, operator and maintenance company

Additional information was also included within the package:

  • Tier 1, 2 and 3 manufacturers and systems integrators and their existing relationships, their locations and the territories they target to identify potential customers or competitors
  • Ease of doing business data to understand the ease or difficulty in entering each territory
  • Social, economic and political data that would drive demand or pose risks
  • Export regulations and tariffs that could affect the attractiveness of each market
  • Finding sales opportunities for a high-tech vehicle component manufacturer