Development of the presence of German manufacturer in the Turkish market
We have completed the first phase of a project run for our German Client, global manufacturer of laboratory equipment and medical and biotechnology and medical analyses reagents.
In order to examine the possibility to expand in Turkish market, we have created the base containing a wide range of distributors of biotechnology products operating in the specific market. The next step was to analyze the attractiveness of the distributors selected.
Due to the fragmentation and uneven distribution of competences among local distributors, the market research was really challenging especially in such a young market for laboratory equipment as Turkish market. Having that in mind, we have developed a special tool for the point analysis of the distributors attractiveness able to change the weights and various analyzes based on Customer strategy in the future. The analysis indicators were constructed based on such criteria as the distributor experience, competencies, competitive manufacturers represented, the size and diversity of the portfolio and the professionalism of the market approach.