Background

Our client, a leading motorbike dealership, was experiencing significant growth in their domestic market. They aimed to expand their brand presence and digital capabilities beyond the UK.

They had identified one country as a priority for expansion due to its promising market potential and recent successes of competitors in the region.

They needed to understand the market dynamics in that market to make informed decisions about entry and to develop a strategic approach for market penetration.

Approach

We conducted analysis to understand the market’s key dynamics, including market size, purchase channels and competitive landscape. Our approach involved in-depth interviews with dealerships and market experts alongside a consumer survey.

We focused on understanding the purchasing behaviours and unmet needs of both dealers and consumers. This included analysing the current sales landscape and identifying key players and their strengths and weaknesses.

We gathered insights on the operational challenges faced by dealerships, such as stock acquisition, as well as consumer attitudes towards online purchasing and financing.

Outcome

We provided the client with a comprehensive market assessment against 9 attractiveness criteria. We outlined the shape of the opportunity and recommended two potential market entry approaches to explore further. This allowed the client to make an informed investment decision founded in market evidence.