Defining a Strategic Plan to Include Export Growth.
The Situation
The company had recently formalised it’s mid-term strategic plan to 2025, which included some (as then undefined) Export growth expectations, across a range of target segments. An aggressive investment plan for an additional lubricant blending and packaging line had also been approved.
A Quote from the Owners
CEO - “I have worked with Pembroke Alliance on a number of EI/export development projects over the last 2 years. I appreciate their organised approach; outlining a plan to begin with and regularly checking back to that as we progress through the project. I would have no hesitation recommending Pembroke Alliance”
The Objectives & Challenges
Guide the business through an investigation to determine if sufficient business growth could be achieved from the development and sale of new higher value-added lubricant blends to the established UK market.
Two distinct UK industrial segments were selected for investigation
the 'Precast concrete' segment for mould release agents (MRA), and
the 'Metalworking Fluids' (MWF) segment for coolants and lubricants.
The Actions
Identify and prioritising key UK sectors and clients,
Scope the business requirements to successfully enter the new segments.
Investigate if, and how the business could leverage its experience of existing similar business in the Irish market.
The Outcomes
The project determined that only one of the two segments should be considered for further investigation, being the ‘Precast Concrete’ segment. The client already supply’s several of the leading Irish precast manufacturers, two of which already have a substantial manufacturing presence in the UK. Other Irish based precast manufacturers were identified to be targeted to secure consumption of the mould release agents for their UK operations.
A full market entry plan would be required to build awareness and establish credibility in a market with high barriers to entry. It was recommended that the company undertake a full Market Discovery Project. A specific market entry strategy and action plan would then be developed to ensure the best likelihood of success.