Industrial marketing

Question 1

To enter a market you should consider at least these things:

Answer 1

• Entry barriers
• Level of rivalry
• Buyer power varies between industries and markets
• Substitute technology
• Supplier power

Question 2

Name some current market trends

Answer 2

• Low alcohol beer
• Clean label, natural , low-carb
• Craft, artisan, home brewing

Question 3

Name a company that has over the years successfully done M&A within the global beer market and now owns 26% of it…

Answer 3

Anheuser Busch - InBev (ABI)

Question 4

Why do Business Cases and Market Sizing?

Answer 4

• Supports both strategising and execution
• Used for decision making - choose between many unpenetrated applications and markets
• Never perfect, but highlights assumptions and estimates to be explored before or during execution

Question 5

What do Business Cases and Market Sizing tend to do?

Answer 5

Often OVERESTIMATES the actual sales potential

Question 6

In a very simple way how do you calculate sales?

Answer 6

Sales (S) = Volume (V) x Price (P)

Question 7

What are possible things to consider then doing a Business case/market sizing?

Answer 7

• What product categories to include
• Produced for domestic market or export?
• Import from other countries?
• Consolidation: big or small players?
• Segmentation: choose your customers
• Penetration: will all customers adopt for all applications
• Price
• Achieved price vs guidance
• Market share: are we the only ones?
• Alternative solutions
• Regulation
• Market trends
• Validity of sources used
• Usage range of your market estimate (e.g. size will be 70-130mUSD)

Question 8

Biotech B2B Marketing is about…

Answer 8

… understanding your potential customers’ market, their process and our place (and value) in it

Question 9

Strategy, decisions and implementation is guided by which key element of a Business Case?

Answer 9

Marketing Sizing