Market analysis and target pricing
Recommendations for the market launch of a 4.0 connectivity solution
How do you enter the emerging market for LTE-based private campus networks? The client tasked valantic with developing a successful go-to-market strategy. By conducting a comprehensive analysis of competitors and market participants, we gained deep insights into market dynamics and pricing structures. Using these findings, we crafted recommendations for a competitive pricing model and an effective market entry strategy.
Challenge
The client aimed to establish a strong position in the competitive LTE-based private campus networks market and required an objective market overview to develop effective pricing strategies and go-to-market approaches.
Consulting approach
valantic conducted in-depth competitive analysis and market research. Based on the findings, we provided recommendations for a pricing model and go-to-market strategy.
Client benefits and solution
The client gained a comprehensive understanding of the market and competitive landscape, which served as the foundation for a successful market entry strategy.
The Challenge in Detail:
The client wanted to gain a foothold in the competitive landscape of LTE-based private campus networks, an emerging market characterized by low transparency and significant horizontal and vertical fragmentation. valantic was tasked with delivering an objective market overview, focusing on critical information for pricing and go-to-market (G2M) strategies. Understanding key market participants, their pricing structures, and the willingness of potential customers to pay were essential elements of this analysis.
Solution & Results in Detail:
Our framework comprised three core components:
- Competitor analysis: We gathered detailed data on the competition through desk research, mystery shopping, and trade fair visits. This allowed us to specifically target price information, which was then consolidated into actionable insights.
- Market research: To assess market willingness to pay, we conducted expert interviews and online surveys. We determined specific price levels using the Van Westendorp price sensitivity model.
- Deriving recommendations: Based on our findings, we provided tailored recommendations, including a pricing model and go-to-market (G2M) strategies.
Solution and Client Benefits:
In a short period of time, we developed a comprehensive picture of the international market and competitive landscape. The market research results enabled the creation of a market-oriented pricing model. Our recommendations for market development and marketing established the ideal conditions for a successful market entry. The optimal price level was determined using a bottom-up approach (with baselining) and a top-down perspective (using the Van Westendorp model).
Your Contact
David B. Hofmann
Partner & Managing Director
valantic Division Digital Strategy & Analytics