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