Situation

A $2B analytical instruments company was dominant in the most mature global markets. The only way for them to grow was to target higher-growth emerging segments in which they had minimal share.

They needed to identify which market segments would provide the greatest opportunity and what steps they should take to establish themselves in these markets more meaningfully.


Approach

Chartic worked closely with the client to develop the necessary analytical approach to size alternative market segments, determine who makes the purchasing decisions, what the critical purchase drivers are and to define the critical actions they needed to take to capture share.

We conducted significant primary research in North America, Europe and Asia and collected and synthesized multiple sources of secondary market and competitor data to highlight the greatest opportunities.


Results

Our client was then able to focus specifically on key emerging markets with clearly aligned offerings to enable them to gain meaningful market share that will position them for greater growth as these emerging markets expand.