Case Study: Understanding the Market for Mercury Removal Applications in the Power Generation Sector

July 3, 2014

Brief:

Our client was a world leader in specialized chemicals that are used to reduce the emission of mercury when coal is burned, but the client did not have a large direct presence in the U.S. market. Due to a stronger regulatory environment in the US, the need for Activated Carbon for mercury removal was expected grow significantly in the near and mid-term. In order to make appropriate capital investment decisions, the client needed to understand the market structure and market size for mercury removal applications at U.S. coal-burning power plants, as well as to create alternative go-to-market strategies.

Emerging Strategy’s Solution:

We created a market size model and forecast for our client’s product category, also taking into account factors such as the threat of alternative technologies. We also conducted scenario analysis based on differences in standards that the U.S. government was likely to consider. In order to help the client forecast the demand for their products and thus the capital investments into production facilities, we also looked at competitors and their current and projected capacity. Lastly, we looked at distribution channels and options as well as the purchasing process at power plants and purchase criteria and decision making process.

Result:

Our analysis helped the client identify potential entry points into the U.S. market, as well as plan investments into production facilities to support this market expansion.



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