Case Studies: Adjacencies

Industrial Gas Products Company Adjacent Market

Industrial Gas Company Identifies Adjacent Markets to Achieve Growth Goals

Challenge: An industrial company that supplies propellants, specialty gases, and alternative fuels was seeking new revenue sources through adjacent opportunities. While our client was a dominate player in their respective market, their traditional market’s growth had become stagnant and additional revenue sources from adjacent offerings were necessary to meet internal growth goals. Assessment: Using Blue Canyon’s methodology for adjacent market assessment along with developing a deep understanding of the client’s capabilities and go-to-market strategy, we evaluated various options for adjacent applications, customers, and offerings. We identified the best opportunity for growth was through new offerings. We built and evaluated a list…

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Electric Vehicle EV Automotive Industry

A Fortune 50 Global Company Evaluates its Future Portfolio in Evolving Automotive Industry

Challenge: A global company with expertise in engineering materials was going through major spin-off and restructuring. With changing assets and capabilities, the company was evaluating new approaches needed to reach future aspirational financial returns. As part of this initiative, our client wanted to better understand the transformational trends underway in the global electric vehicle (EV) passenger car market and identify potential areas of consideration for the future. Assessment: Blue Canyon developed deep insights into the EV market from OEMs, battery manufacturers, and tier suppliers across the world. Blue Canyon built an EV index to identify the leaders and laggards. Blue…

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Adjacent Markets Growth Strategy for a Supplier of Equipment to the Electric Utility Industry

The Challenge: Blue Canyon’s client recognized that to achieve its growth goals it would need to look outside of its core market to adjacent markets. The client needed to understand what its adjacent market opportunities were and which ones were the best strategic fit for its business.

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Wastewater Supplier Targets $100M Adjacent Market Opportunity

Challenge: An operating company of a Midwest private equity firm that was a leading supplier in the water and wastewater industry wanted to double its revenue over a three-to-five year time frame. The company engaged Blue Canyon to determine how it could achieve its growth goals by expanding into new markets. Assessment: Blue Canyon used its proprietary Adjacent Market Assessment approach and worked with the client’s senior leadership team to identify potential adjacent market opportunities, size the opportunities, determine which opportunities offered the greatest strategic fit, and define the critical success factors to enter the highest potential markets. Strategic Solution: Blue Canyon…

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A Healthcare Equipment Manufacturer Explores Potential Integrated Solutions Offerings

The Challenge: Our client, a leading manufacturer of hospital workstation equipment was aiming to define its next generation offering for the operating room environment. The client wanted to assess whether there was a need for a fully integrated solution that would drive inventory workflows and processes in the surgical suite.

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A Controls Manufacturer Seeks to Understand Energy Industry Opportunities in Emerging Markets

Challenge: Our client wanted to understand the market potential for its control systems in the non-grid connected solar projects in remote areas of Malaysia.

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Market Assessment of Building Systems Concepts

The Challenge: Our client, an industry leader in building systems, wanted to assess the market potential of a new product offering. The concept involved developing integrated solutions in which various systems like lighting, heating, elevators, security, etc. could all be run through a single interface. Assessment: Blue Canyon interviewed key participants and decision makers in the market including building owners, managers, developers, and maintenance personnel to introduce the product concept and gauge response. Strategic Solution: A scale measured the value of key product feature requirements highlighting features that were “must have” and those features that were “nice to have.” Blue…

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Entering the Agriculture Equipment Market in China

Challenge: Blue Canyon’s client wanted a plan for successful entry into China’s agricultural and construction equipment markets. Assessment: Blue Canyon studied various China markets, particularly the segments of these markets focused on quality and durability of equipment, relative to price.  Our investigation included product segments, competitors’ service requirements, channels to market, and important drivers of customer decisions. Strategic Solution: The assessment demonstrated that within certain segments, purchasing decisions are quality-driven. Attractive  potential markets included construction companies that valued equipment performance over shortening the time-to-completion of projects and farmers who were in the process of consolidating plots of land using mechanization. …

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Building A Bric Growth Strategy

The Challenge: Our chemical manufacturing client primarily operated in a mature, developed world marketplace and needed to investigate growth options in India, China, Russia, and Brazil. Assessment: Blue Canyon performed a data-driven market analysis to determine that the opportunities in India were not yet sufficient to justify building a plant. While the demand for our client’s product was large in China, the prospective customers  were vertically integrated and produced their own supply. We found the Brazilian market to be extremely attractive while the Russian market was as expected, quite risky. Strategic Solution: Blue Canyon proposed a comprehensive strategy to enter the…

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Building a Presence in Nearby Markets

The Challenge: Our client had achieved considerable success in the automotive market, with a solid presence with major customers in North America, Europe, and Japan. The client’s technology and supplier competencies were valued by these customers, but, despite its track record, the firm realized that it needed to find new markets in which it could replicate its successes in order to meet its growth targets. In order to do this, the firm asked Blue Canyon to help to identify other nearby or transportation markets which they might successfully target. Assessment: A two-phased new market analysis project was completed for this…

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Global Automotive Markets

The Challenge: A major Tier 1 supplier to the automotive industry had seen declining growth and intensified pricing pressures. The firm wanted to define the high-priority action items that would enable it to meet its medium-term growth and profit goals. Assessment: With this firm already operating in North America, Europe, and Asia, initial assessments were made of existing OEM relationships in terms of several dimensions – the strength of the relationship, the key competencies which the firm brought to each relationship, and the potential for growth in this firm’s business in terms of adjacency products, relationships with global platform teams,…

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Market Entry For Vehicle Aftermarket

The Challenge: A large global automotive parts manufacturer wanted to identify its opportunities in one fast-growing specialty segment of the automotive aftermarket. Assessment: Blue Canyon undertook a comprehensive study of the specialty segment and its sub-segments. Detailed forecasts were developed of growth by market sub-segment, customer chains were developed to understand the participants in the market and their relationships, and the factors that will drive purchase decisions by key market participants were identified through a combination of in-depth interviews and economic models. Strategic Solution: Blue Canyon identified the “growth segments” that were available to this company, those in which the…

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