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Market analysis is crucial to understand consumer behaviour and market trends

Market analysis is the activity of collecting information about your target market and potential customers. It is a critical part of any business plan preparation. Key objectives often include understanding customers’ needs and behaviour, identifying potential new market segments, assessing market share, optimising business development and go-to-market strategy, and evaluating market demand for new products and services. When successful, market analysis provides businesses with actionable insights that help them make decisions, drive growth, improve competitiveness, and better serve their target customers.

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Unlock market insights with Victanis’ expertise 

Victanis has performed a variety of market analysis exercises as part of growth strategy projects or commercial due diligence assignments. These exercises always include both primary and secondary market research. 

Victanis’ success in delivering comprehensive market analysis is based on the following approach: 

  • As a sector specialist advisory firm, we only work on the analysis and research of markets we already understand well.
  • We leverage our proprietary network of market experts to assist with primary research and do not to rely solely on 3rd parties for the introduction of experts.
  • We establish a detailed scope of work to focus efforts on what really matters to our clients.
  • We place a particular focus on segmenting the market accurately.
  • We choose the right mix of quantitative and qualitative methods as needed and select data collection techniques suited to the research objectives.
  • We employ multiple data sources for triangulation and validation and perform rigorous data analysis.
  • We pay particular attention to generating meaningful insights and providing clear and actionable recommendations.
  • We are always prepared to adjust our analysis based on initial findings.
  • We involve all relevant stakeholders and ensure alignment with our clients’ overall business strategy.
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Expert and Experienced: Achieving Success with our Senior Industry Experts

Our team consists of seasoned professionals with deep industry networks and sector-specific expertise, ensuring every project is backed by strategic insight and returns of experience.

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Local footprint: Leveraging our In-Depth Cultural and Market Knowledge

With extensive knowledge of the countries and cultures we operate in, we succeed in matching the unique dynamics of each market and business case and in delivering seamless and respectful cross-border projects.

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Professional and Hands-On: Relying on executable strategies

We offer a hands-on, project-driven approach to strategy and M&A, specializing in cross-border transactions with a focus on delivering tangible results through tailored, detail-oriented execution.

French leader in the distribution of spare parts for electrical appliances

Challenges

Our client was a group specialised in the B2B distribution of spare parts and accessories of household appliances with a turnover of €35m.

Its persistent challenge was to obtain the best possible prices on the articles it resells and the best customer care service compared to its competitors and new entrants specialised in B2C transactions. A key to successfully tackle this challenge was the development of the group in Germany.

Approach

  • Victanis was commissioned to perform an in-depth analysis of the German market and to propose realistic market entry scenarios through organic growth or acquisitions. Prerequisites, opportunities and associated risks were identified for each scenario. The market study included a mix of primary research (interviews with selected stakeholders) and secondary research.

  • Victanis then organised a roadshow for their client in Germany to meet possible customers and suppliers and help decide therefore on the most appropriate scenario.

Results

Following the delivery of its recommendations, Victanis is currently leading the implementation of the mixed strategy that has been chosen by their client and which includes some organic development in one region and some corporate development in another.

In addition, the analysis of the German market made it possible to better assess the threat posed by the B2C players and consequently has confirmed the need for a swift internationalisation of our client's business.

A leading test and calibration business operating in materials analysis, acoustic testing, line instrumentation and industrial controls

Challenges

Our client developed in the UK a comprehensive portfolio of automotive systems testing services based around its extensive test-track facilities.

The question arose of how to grow their business in Germany, one of the most opportune markets with the United States and Japan.

Approach

  • The approach of Victanis consisted in understanding the German competitive environment in automotive engineering testing: who are the key competitors, existing customer-supplier relationships, pricing pressures and market trends, market volume, and then in identifying potential partnership or acquisition targets and assessing the reputation of these with their main customers.

  • To do this, Victanis interviewed a selection of OEMs, Tier 1 suppliers of automotive systems and potential competitors of our customer in Germany.

Results

Victanis gave the client a clear vision of the market in Germany, its volume, growth prospects and its particular characteristics. The likely essentials for success (positioning, service strategy, price, ...) in entering this market were identified. Victanis then supported the customer in approaching a selection of identified acquisition targets.

Groupe CLAIRE

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Challenges

The Groupe CLAIRE specializes in products and solutions for the distribution of drinking water (connections, valves, meters, hydraulic equipment). It is also developing innovative systems for better monitoring and controlling the drinking water supply network.

Our client had two challenges:

1) To enhance its value proposition, it needed to move from a being supplier of products (such as valves) to becoming a provider of effective management solutions to help manage drinking water networks.

2) To establish itself as a European player with a particular focus on Germany and the UK as priorities.

Approach

As a first step, Victanis studied the German and UK drinking water markets to better understand the important differences with France in terms of structure, technologies and standards, distribution models and the nature of end customers.

  • In the United Kingdom and Germany, Victanis conducted a search for companies corresponding to the Groupe CLAIRE’s  strategic goals: similar companies were approached as well as companies contributing to the development of the new high-value proposition of the group.

  • In parallel and to improve its position in Europe, Groupe CLAIRE created a German subsidiary. 

Results

Victanis enabled the identification of possible targets in Germany and supported the full M&A process leading to the acquisition of a leading company in the detection of leaks in water networks (FAST GmbH).

During the course of the project, Victanis acquired a thorough understanding of Groupe CLAIRE’s expertise and strategic goals which lead to a very autonomous execution of Group CLAIRE's geographical and business diversification strategy, and helped the successful post-merger integration with FAST.