Market Potential Assessment and Competitive Benchmarking Helps a Leading Tire Manufacturing Company Identify Potential Customers

April 3, 2017

Globally, the tire market is driven by the strong emphasis on fuel efficiency and the augmented demand for low-rolling resistance tires. Moreover, stringent environment regulations and increasing customer preference for eco-friendly green tires also contribute to the demand for tires. As an indispensable part of any automobile, a tire not only acts as a load bearer for vehicle weight but also maintains a grip on the road to ensure that the vehicle is moving in the intended direction.

Over the last decade, the tire industry in India has evolved significantly to absorb, adapt, and modify global technology to suit Indian road conditions. Moreover, with the increased focus on globalization, most of the major Indian players in the tire industry are pursuing global strategies to boost their competitiveness in the world market. Spurred by the growing passenger vehicle and two-wheeler market, the Indian tire industry has proliferated considerably. In fact, it has emerged as one of the most competitive markets in the world. a2With the emergence of new technologies, ultra-modern production facilities, and availability of raw materials, this sector is poised to witness further growth. The Indian tire industry has been actively adopting the latest technology trends through foreign collaborations and are tailoring these to meet the requirements of the consumers specific to this region. The manufacturers are also investing in the development of green tires and capacity expansion for radial tires.

Calendering is essential to tire manufacturing as it is one of the oldest rubber processing technologies.  It is a mechanical process by which rubber is pressed into tire cords and is usually carried out by heavy-duty machinery comprising of two or more rolls that revolve in opposite directions. Today, a wide range of calender machines are available in the market, which is the one of the pivotal factors driving the adoption of calender machines in the tire industry.

The Business Challenge

To obtain a better understanding of the market and assess the market potential for calender machines, the client – a leading manufacturers of ships, aircraft engines, turbochargers for automobiles, and industrial machines – approached Infiniti to engage in a market intelligence and competitive assessment study for the calender market, specifically for the tire industry in India.

The scope of this market intelligence study was to help the client identify agents or distributors who could help them in penetrating the market for calender machines in the target region. Additionally, this market potential analysis also helped the client gain a better understanding of the business overview and geographic presence of key distributors, their overall revenue, portfolio, and key contact person, and details.capture Infiniti’s experienced market intelligence team also provided an in-depth analysis of all the key competitors to help the client assess the current market scenario. Moreover, our industry experts also offered insights on the company profiles for short-listed distributors – including details of projects handled, regional presence, and organization structure of the distributors across India.

Why Infiniti Research is the preferred partner for more than 55 Fortune 500 Companies

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Solution Offered and Impact

An exclusive market intelligence team with hands-on experience in meeting the specific category requirements of market-leading global companies was assigned to this engagement to help clients understand the market competition and the potential customers for tire production companies. Capture2By evaluating a broad range of published literature, including annual reports, market assessment reports, and company presentations, the research experts at Infiniti developed an analytical framework and initial hypothesis for the market assessment study. Moreover, Infiniti’s market assessment experts identified several market stakeholders and conducted in-depth primary and secondary research to determine the major manufacturers, their R&D capabilities, and the recent innovations and technological advancements in the tire industry. Secondary research formed the basis of the formulation of several hypotheses, which were then tested through primary interviews and detailed discussions with key experts in the global tire market.

In a short span of 10 weeks, our experienced market intelligence team helped the client gain strategic insights into the distributor landscape of the calender machine market. The solutions offered by our research specialists also helped the client gain insights into the competitor landscape of the calender machines market and detailed company profile of all the shortlisted distributors – including their regional presence and organization structure of distributors across the target region.

Benefits of Our Integrated Market Intelligence Approach?

In merely 10 weeks, the client saw clear benefits from our relationship. The benefit was not only in terms of shortlisting potential customers but also in terms of revenue impact and analytics turnaround time.

Here are some of the key points appreciated by our clients:

  • Dedicated Market Intelligence Portal. A centralized platform for the collection, storing, processing, reporting, and dissemination of information with the specific purpose of assisting the decision-making process and developing actionable insights. This market intelligence portal includes comprehensive information on quantitative and qualitative aspects on target markets, competitors and end-users.
  • Collaborative learning. We leveraged experience of our healthcare team and our technical capabilities to enable report-sharing and other collaborative features appreciated by client teams.
  • Database Access. Access to a patient database containing information about 60+ medical diseases and conditions, such as patient undergoing treatment, untreated patients, and patients with chronic conditions.
  • Interactive Dashboard. Using our market assessment portal based solution for healthcare professionals, we took a design-first approach to problem-solving and helped break through previously held assertions.
  • Value for Money. Infiniti’s dedicated client management team customizes reports to suit business requirements and offers the best insights for every dollar spent.

A must-read case study for strategy experts and decision makers looking for effective market intelligence solutions for the calender machine market, specifically for the tire industry.


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