The Challenge - A leading backup power supplies & batteries equipment manufacturer approached Frost & Sullivan's research and consulting teams for help in determining the viability of a new product to enter the North American market.  Issues such as if the product would be successful, pricing strategies, barriers to enter the market, and others were presented. Additionally, the product could potentially displace a traditionally utilized technology, therefore creating unique challenges.

The Process - Frost & Sullivan's consulting team tracks the backup power solution market on an ongoing basis and has the experience in identifying the key market measurements necessary to support the decisions that faced the client. The consulting team conducted discussions with distributors and customers based on the market measurements.

The Solution - Frost & Sullivan found that our client's product could penetrate the market at a competitive price level. However, customer perceptions of the technology would need to be altered, demonstrating the viability of this technology for traditional backup power needs. We found the end-user demand for a more rugged option was apparent, however their perception about the proposed technology was not solid. It was clear, then, that better communication of the product benefits to customers was needed. Our client was able to continue production plans for this new technology with a clear market entry plan in place.