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Market Assessment

Market Access Engagement: How a Prominent Agricultural Chemicals Manufacturer Developed a Superior Market Access Strategy

In 2017, Asia, North America, and South America accounted for the highest market share in the pesticide and other agricultural chemicals market.

Typically, the market for agricultural chemicals includes companies that offer a broad range of products such as pesticides, insecticides, herbicides, fungicides, hormones, synthetic fertilizers, and other chemical growth agents. Such chemicals are used to control the growth of weeds, insects, disease, and pests. They are also used to enhance crop growth and production.

Factors such as advancements in technology to boost production coupled with increasing government investments for farmer protection and increasing crop yields offer huge opportunities for growth, especially for companies manufacturing agricultural chemicals. IR_RFPAdditionally, factors such as the increasing population of developing countries and their subsequent demand for food products will result in the extensive use of agricultural chemicals in the coming years.

However, agricultural chemicals manufacturers are facing challenges in terms of:

  • Unanticipated variations in commodity prices: Over the years, energy costs have been rising, but in the recent years, the industry has witnessed the emergence of cheaper forms of energy. Therefore, agricultural chemicals companies are required to have a robust ERP system that will help them respond to fluctuations in energy costs quickly.
  • Formula costs: The availability of raw materials to agricultural chemicals manufacturers is affected by factors such as the cost of purchase, seasonality, and maintenance constraints, etc. However, agricultural chemicals manufacturers have to ensure that they procure the precise materials with the required specifications to comply with the standards of the formulations.

Market access solutions help companies in the agricultural chemicals manufacturing space to accelerate new product development cycles, effectively access new markets and customers, and improve their competitive positioning. These solutions also help companies expand their competencies without the added steps of snowballing business risks, creating in-house capabilities, or by carrying extra costs on the balance sheet.

The Business Challenge

  • The Client: A prominent agricultural chemicals manufacturer

The client, a prominent agricultural chemicals manufacturer with business operations spread across the APAC region, wanted to build an approach to devise robust strategic partnerships that would not leave them reliant on the performance and commitment of a single partner. The chemicals manufacturer also wanted to leverage market access solutions to build strategic partnerships with suppliers to devise and develop superior market access strategies.

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The Journey

The experts at Infiniti followed a blended approach including discussions and interviews with leading stakeholders in the chemicals industry space and analyzed relevant pieces of information to deliver valuable insights to the client. The specialists also compiled information from various secondary resources such as paid industry databases, company presentations, and industry forums.

The Solution and the Business Impact

With the help of Infiniti’s market access engagement, the agricultural chemicals manufacturer was able to devise and develop a superior market access strategy. The client was also able to identify the best potential partners and profitable business opportunities in the chemical industry. In a span of 12 weeks, we were able to offer key insights to the chemicals manufacturer, which helped them to identify new market segments and strategies to boost operational efficiency.

The Future

With the emergence of some new species of pests, adoption of GM crops, and change in cropping acreage, the agricultural chemicals market will go through a multitude of changes in the coming years.

A must-read case study for strategy specialists and decision makers looking to develop an understanding of the agricultural chemicals industry


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Market Landscape Assessment – Technological Advancement in the European Agricultural Machinery Market

Infiniti Research’s recent project on market landscape assessment for the agricultural machinery industry in Europe identifies the key product segment and growth opportunities for tractors and attachments.

Market landscape analysis of the European agriculture market

Upgrading the quality and quantity of production by using advanced machinery and tools is resulting in the technological revolution in the European agricultural market. The most commonly used machines are tractors, cultivators, tillers, de-stoners, and sorter. Urbanization, increase in population, high commodity prices, and sustainable development is propelling the demand for developing innovative tools and machinery in the European market. The implementation of innovation and technology will improve the demand-supply market landscape by defining and understanding the consumers’ needs. The market assessment by Infiniti examines the growth trends, market landscape, and competitors’ market shares for the agricultural machinery industry in Europe. The study also provides a detailed analysis of maintenance and repair services, competitors’ product offerings, and their regional presence.

The rising demand for soil analysis is fueling the need for machinery that provides on-the-go soil assessment. The launch of automated soil scanners and samplers analyzes the soil texture and report the findings. The technology will help farmers to plant seedlings and add nutrients to the soil accordingly. These machines have sensors that read soil properties such as organic matter, pH balance, moisture content, and texture. The on-the-go soil analysis will also result in better crop production and yield higher revenues for the farmers.

Adoption of integrated solutions

IoT, smartphones, and connected devices are just a few of the smart agricultural solutions that are available in the market. Many vendors are offering integrated products and services to enhance agronomic practices and improve the customer’s business. Some of the solutions offered include displays and receivers, precision farming solutions, guidance and machine control products, and a suite of solutions to connect machines and operators in real-time. The suppliers also offer customized machinery that allows farmers to modify the functionality of fertilizers and seed machines and helps reduce the overall cost of operation.


Sustainable agriculture

Adverse effects of different farming techniques and the protection of the environment have led to stricter rules and regulations. The farmers are taking steps towards sustainable farming by using eco-friendly and efficient agricultural equipment. These next-generation machineries reduce the impact of pollution by lessening the use of fuel and the emission of greenhouse gases. The development of alternative fuels or biofuels will help control agricultural waste and improve the carbon footprint.

Solutions and recommendations

Infiniti Research’s recent market assessment study for a leading diesel engine manufacturer in Europe assesses the market dynamics for the agricultural sector and identifies the major product customer segment combinations (PMCs). Some of the solutions offered include:

  • Identify the potential markets and provide insights on the attachments and tractors that are needed to enter these markets
  • Analyze the market trends, overview, and growth drivers for the agricultural sector in Europe
  • Estimate the farmers’ needs and expectations within each market to classify the major product customer segment combinations
  • Offer breakdown of the market dynamics for the agricultural sector in Europe with specific focus on the tractors and attachment segment
  • Provide a holistic overview of the recent developments that led to changes of the existing tractor models

Read our comprehensive case study on market landscape assessment for the agricultural machinery industry in Europe

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Market Landscape Assessment for the Agricultural Machinery Industry in Europe

Agricultural equipment is one of the most crucial aspects of the farming industry comprising of a wide variety of machinery and tools to upgrade the quality and quantity of production. Some of the most commonly used agricultural machinery include tractors, cultivators, de-stoners, tillers, and sorters. High commodity prices, population growth, higher productivity demand, and rapid urbanization are some of the important factors determining farmers’ income and driving the agricultural machinery industry. Emerging technological trends have led an augmented demand for developing new machinery and tools, which will offer several opportunities for market growth in the coming years. However, the decline in machinery sales and high labor cost are some of the key factors restricting the growth of the market.

As new technology and innovations continue to change the agricultural machinery industry, market landscape assessment is needed to define and understand the consumers’ needs. a2Infiniti’s market landscape assessment offers insights on the country landscape, growth trends, and competitors’ market share for the agricultural machinery industry. It also offers insights on competitors’ products offerings, maintenance and repair services, and their regional presence. Our research team works closely with agriculture industry experts, business executives, academicians, sales and distribution managers, and production managers to meet the specific needs of our client.

The Business Challenge

A leading diesel engine manufacturer wanted to assess the market dynamics for the agricultural sector in Europe with specific focus on the tractors and attachment segment. The client wanted to identify the potential markets (countries), along with insights into the attachments and tractors segment to enter attractive markets. To help the client develop a comprehensive market entry strategy, a study was commissioned to evaluate the farmers’ needs and expectations within each market, identify the major product customer segment combinations (PMCs), and assess each PMC in detail.

Our Research Methodology

Infiniti’s market landscape assessment team proposed a three-phased research engagement comprising of agriculture industry overview, country level intelligence, and product level intelligence. The research analysts performed an assessment of 25 countries for the overview of the agriculture industry in each country covering crops and livestock.

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Our Solutions Helped the Client:

  • Evaluate the farmers’ needs and expectations within each market to identify the major product customer segment combinations (PMCs), and further, assess each PMC to develop a comprehensive entry strategy.
  • Assisted the client in the identification of up to five main tractor manufacturers and an overview of financial, sales, and their market share. By our assessment of the target market segments, the client identified Euro-wide PMCs.
  • Evaluate the farmers’ needs and expectations within each market to identify the major product customer segment combinations. The client was able to gain information on market players, stakeholders of interest, and cost-related terms and conditions.

Benefits of Our Integrated Approach

By following a blended research approach, detailed discussions, and interviews with farmers and end users, the market landscape assessment team was able to analyze the market overview, trends and growth drivers for the agricultural sector in Europe. Structured surveys with farmers offered insights into the specifications (power ranges) required for sub-segments within the agriculture sector and the satisfaction levels and expectations of farmers for current tractors available within the sub-segments. The market landscape assessment offered a holistic overview of the recent developments that led to changes of the existing tractor models. In just eight weeks, the clients gained insights on the market dynamics for the agricultural sector in Europe with specific focus on the tractors and attachment segment.


A must-read market intelligence case study for strategy experts and decision makers looking to develop effective marketing entry strategies for the agricultural machinery industry.


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