case study: identifying opportunities to expand in europe
DESCRIPTION
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USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
Identifying Opportunities to Expand in EuropeBACKGROUND
CHALLENGE
IMPACT
The Client, a company specializing in nuclear imaging devices and gamma cameras, wanted to know how it could best enter the European market by offering its flagship products. Prior to making its decision to invest in a European launch, the Client needed to know if a market for its products existed and how it could best position the products to maximize adoption.
The Client required a greater understanding of the European medical imaging market to determine the type of imaging applications most often utilized. In addition, the research would also include identifying what type of features and products appealed most to European customers. The main objective was to determine if the Client’s flagship products would be successfully adopted and widely accepted throughout Europe.
SOLUTIONThe MarkeTech Group (TMTG) designed and administered In-Depth Interviews (IDIs) with 36 nuclear medicine doctors (NMD) across 7 countries: France, Germany, Italy, Sweden, Finland, The Netherlands, and the UK. Results from the IDIs identified key obstacles and barriers the Client would have to overcome in order for its products to succeed in Europe.
The Client’s Board of Directors came to a “go/no-go” decision on expanding its product offerings to Europe based on TMTG’s analysis. TMTG found that the data collected from the interviews suggested a very specialized and niche market for the Client’s products and that a direct “go to market” strategy would not be widely accepted in Europe. Due to the findings, the Client decided to offer its flagship products through distributors in several countries while avoiding the possible costly risks associated with direct sales and support.
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Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
North AmericaSouth America
Europe
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORYTECHNOLOGY GO / NO GO
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCHCustom Market AnalysisCompetitive Intelligence