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 MSA
International provided Initial market research, followed by detailed European
marketing strategy and business development for a US supplier of an innovatory
sports helmet. Manufactured in the USA and the Far East, the helmet has potential
in cycling, equestrian, skiing and snowboarding markets.
The project required
detailed analysis of major European markets and developing long-term strategic
relationships with major players such as Halfords, Raleigh, JJB and Decathlon
Project Aims & Objectives
- Estimate trends in European
shipments of cycle helmets for the past 3 - 5 years. Identification of
main market drivers in Europe.
- Generate a 3-year forecast of total shipments.
Identify trends in cycle
helmet wearing and salient attitudes towards the product.
- Identify and define
criteria for segmenting the market e.g. age, sex, income, rural/urban etc.
- Identify
the relative importance of the different distribution channels for bike
helmets available throughout Europe.
- Review competition, their products,
pricing and promotional policies and positioning strategies.
- Determine
and asses initial strategy options for European market entry
Approach
- Desk research exercise utilising published sources
within the USA and Europe. Significant use was made of on-line researching
that revealed a
large number
of relevant sites and links.
- Selected telephone interviews with
key industry and government experts across Europe to provide in-depth qualitative
analysis.
- Visits to stores to get a true picture of the retailer's commitment
to cycle helmets and also evaluate product styles and price points
- Exploratory
personal interviews with potential stockists / distributors.
- Assessment
of the potential for e-commerce sales.
- Determine initial market entry strategy
Project Outcomes
- The results of the project have been very
successful in providing a clear basis on which to base strategic direction
and prioritise
markets across Europe.
- The client commissioned MSA international to provide
hands-on support in launching the product into Europe - from developing
relationships with major
retailing chains, determining supply and distribution logistics
to advertising & PR
strategies.
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