Midtown Consulting Group was engaged by a leading folding carton manufacturer to identify an optimal site to build a new manufacturing facility. The primary driver/determinant would be demand within a geographic footprint around the site.
The client wanted to expand their manufacturing and sales footprint into a new geographic region of North America. As part of their strategic vision, they wanted to achieve recognition as an industry leader in their product category with nationwide manufacturing complimenting its nationwide sales footprint. Client had little knowledge of the demand and customer environment within targeted geographic region. They were unfamiliar with the underlying demographics and business environment in the target region. Additionally, they lacked intelligence regarding the capacity and capabilities of entrenched competitors.
Our team managed the project from start-to-finish with client team participants with the primary objective of conducting analysis to create a market profile assessment for the targeted region.
- Developed an integrated model of market demand by customer and industry segment
- Designed and executed extensive customer surveys of the region using statistical inference to develop detail around customer demand across all industry segments in the region
- Constructed a detailed competitive profile/model for the region from multiple data sources that included manufacturing capacity and a high level capability profile
- Integrated demand and competitive information with local demographic trends into a market feasibility study
- Built a repeatable model that can be continuously used by the client to assess other potential facility sites
The market assessment profile was utilized as a primary component of the expansion pro-forma by the Executive Committee and Board of Directors. Specific recommendations were made regarding customer, industry segment penetration and a manufacturing capabilities profile was created for the greenfield facility. MCG facilitated “go/no go” decision process with the Executive Sponsor and project team.