Defense Market Research Project Execution

Our clients offer differentiated products and services to defense market customers, multiple decision makers and influencers. Staying abreast of market positions, changing needs, practices, and new threats is difficult. Internal personnel now face increasing challenges analyzing company markets, monitoring competition, anticipating future customer requirements

Market reports on defense markets available to any purchaser are now less valuable in accurately understanding customer needs for particular company offerings. Using compiled and general research, trying to customize it to a particular company opportunity or problem, offers little value in today's environment. 

This means companies need custom-tailored military defense market research from a trusted outside research and strategy firm to accurately understand current and changing customer needs. 

Relevant military market data combined with primary source intelligence gained independently enables companies to develop accurate assessments and decisions today which they otherwise could not make.

Project Deliverables-Examples

  • Market size, growth, global regions, individual countries, addressable opportunities, supporting rationale? 

  • What are target customers using now? Likes and dislikes of current solutions? Unmet needs? How are needs changing? Future expectations? 

  • Competitor offerings? Market share? Strengths and weaknesses? Key customer positions? Pricing? Current and likely future competitive strategies?

  • Is there room for another supplier in this market? How difficult is it to introduce new solutions in this market?  

  • What will represent a truly unique and attractive value proposition? Reaction to concept features and benefits? What differentiated value does the customer feel we offer? Can we be disruptive to the broader market, or only selected vertical segments?​ Is it scalable? 

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  • Particular customers and program opportunities should we target first? How do we get qualified and selected?  Current contracting approaches?

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  • How are target accounts structured? How do customers decide what they want, evaluate and award contracts? Changes in procurement practices? Purchase process? Lifecycle, cost of ownership importance? Price and performance criteria? 

  • What’s a realistic share of the addressable market for our company? Units and Revenues? Profit margins? 

  • What must we do to become a dominant player (#1, #2 or #3), and sustain this position?

  • What other key changes are taking place in this market? Emerging technologies? Integrated solutions? New regulations? Political climate? Industry consolidation, mega mergers? Primes and first-tier suppliers reshaping their portfolios, gaining more influence on procurement decisions? 

  • What particular segments are growing? Current market shares of major players per customer feedback? Where do we have the best chance of carving out and displacing market share, leveraging our strengths, still maintain our strong, existing positions?

  • What internal capabilities can we leverage into new areas of opportunity? What technologies and skills should we acquire, or license, for value chain leverage and profitability?

  • How are channel practices changing? By global region? How could we strengthen our sales, customer-facing operation? Opportunities to develop supply chain partners to enhance sales?

  • What are new entrants, traditional competitors doing to build market share? Gain leverage?

  • What new platforms should we pursue? What current platforms offer additional content opportunities? Highest value accounts?

  • What additional support services, upgrades, accessories, aftermarket solutions will strengthen our market positions?

Project Execution 

At the start of each project, a final report "shell" is developed. This details objectives, assumptions, flow, format, content, research sources, methodology, and level of detail to  be delivered. This includes example slides showing intended levels of detail to be delivered.

This insures we all have a shared vision of what will be presented at  project completion, clarify any questions early in the process, starting the way we all want to finish. 

We provide scheduled updates as our research and analysis unfolds so we all have a shared view of the opportunity picture as it develops. 

Progress review dates are established at the beginning of the project. These dates are set at the 25%, 50%, 75%, and Final Presentation delivery points.

 

As the information, analysis, and interim findings and conclusions take shape, these progress reviews allow for client redirection and refinement. 

Accelerating Client Growth-Delivering Consistent Value

"I want to convey our appreciation for your excellent efforts in support of Raytheon Optical Systems' new business development initiatives. We are very interested in pursuing new business opportunities in high-technology markets where our core capabilities can be applied to areas of emerging demand. We are very pleased with your capabilities in conducting expert market need assessments, designing and helping to directly implement market entry and expansion programs, and structuring commercial and technology partnerships with other top companies." Director, Technology & Planning Raytheon Optical Systems 

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