market research-example
TRANSCRIPT
05/01/20231
Segmentation should be a way to find the starting points for consumer dialogue.By using it in a forward manner, we can focus our listening to see how ideas and innovation can best be generated.
Market Research
2015
Market Dynamics
05/01/20232
Apparent Consumption4,057 units
Business opportunities4,443 units
World Industry Reports
*3,693 units
Market size in 2014.
4,064 units
Number of elevators installed in the country by 2014 50,000 55,000
35%
182945%
20%
Market size in units (2015) Market size in units (2019)
1379,
2025
90421%
4,064 units
4,308 units
6% Growth
* Considering average price of $800,000MXP.
Market Share
05/01/20233
Company Share 2014
Units 2014 Company’s Qualitative Position in the Future*
Player 1 29% 1,179 Maintains good positioning due to tradition and good brand performance.
Player 2 18% 732 Maintains good positioning due to tradition and good brand. Very well positioned brand in the market.
Player3 15% 608 Key Position
Player 4 15% 589Claims they will gain share, Expansion of their factory in Mexico, government support, positioning as the brand that offers inexpensive elevators
Player 5 24% 956 Might gain organic share due to cheaper options. Chinese options are growing.
TOTAL 100% 4,064
* Assessments based on interviews and secondary research.
4,064 units in 2014
4,308 units in 2019
Otis is one of the most recognized brands in the industry
05/01/20234
Most recommended brand
player 1 Player 2
Brand most considered when thinking about buying new equipment
Player 1
Which company do you prefer to work with?
Player 3
"Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat
Brand Positioning Map example
05/01/20235