Market potential for the entire product portfolio

In order to be able to achieve a further increase in sales while maintaining the same level of resources, many companies are striving for broader market penetration. The focus here is on increasing sales of existing products. The enterprise creates so by new customers and/or complete markets a turnover increase with nearly constant expenditures. Especially for SMEs, this type of market penetration is of great interest, since small companies often lack the development budget necessary to further increase sales through new products.

In the present project the chair HNI-PE was assigned to find new markets and their potentials for an already existing product portfolio. In a systematic approach, the market potentials for further developments of existing product fields, the networking of product fields as well as new markets were to be analyzed. In order to obtain a basis for the subsequent procedure, new technology fields with market potential for already existing products of the SME were identified at the beginning. Subsequently, new markets were researched in order to show the company areas not yet acquired in which there is a demand for the existing product portfolio. At the end of this industrial project, the SME was presented with recommendations for action based on scientific research and processes from the scenario technique.