Our client was a global manufacturer of flexible packaging used by leading food, consumer products, medical, pharmaceutical, and other companies worldwide. In 2013, they entered the Chinese market by acquiring a local specialty film manufacturer and were looking to increase their market share in protective films in the APAC region. The company sought to inform their internal strategy with analysis of the external commercial environment – the market landscape, competitors, customers and suppliers.
We proposed analyzing the competitiveness of various protective film markets through the lens of Porter’s 5 forces analysis framework. We also agreed that deep dive profiles into key competitors, customers and suppliers that were of interest to the client would also be beneficial. We conducted a funnel type market landscape analysis to evaluate the upstream product demand directly impacting the nature and scope of demand for downstream components such as protective film.
Emerging Strategy utilized primary research to gather information and compiled data to fill in the gaps in available secondary sources. Our target primary sources for this study composed industry experts and regional chambers of commerce where the local specific industry hubs were located. These sources provided us the hard to find data we required to complete this project.
We provided information about size, drivers and expected growth of upstream and downstream markets by product application, material structure and complementary profit driving markets. We also provided an enhanced understanding of the competitive landscape in China and all the value chain players, together with identified unmet customer needs and opportunities.
The insights generated by Emerging Strategy provided a clear picture of the protective films market in China, giving our client the market intelligence they needed to help develop a growth strategy for the region. These insights facilitated a leaner utilization of resources and targeting of emerging opportunities for scaling up. Our project also provided insight on how aggressively they should pursue expansion in this market and the required capital expenditure to support their growth strategy.