case study: marketing strategy for a polymer company

country

Tanzania, Ethiopia, Mali and Sudan

business problem

A multinational company providing specialized polymer materials and solutions had a very limited presence in Africa. They approached global vox populi to conduct in-depth market analysis and provide strategic recommendations and market insights. The client wanted to understand the market attractiveness and the overall competitive scenario.

our approach

global vox populi used a balance of quantitative and qualitative research methodologies to get a deeper insight for the research objective. The primary research was conducted using CATI. A total of 45 interviews were conducted in each country with suppliers, manufacturers and distributors across Tanzania, Ethiopia, Mali and Sudan. The respondents included procurement managers, supply chain managers, production managers and managing directors. Information gathered through the primary research was supported with information collected from secondary research (published and online material).

outcome

With the help of the research conducted, global vox populi could identify the most profitable and potential opportunities for the client. The highest potential areas of opportunity for the client were identified through systematic analysis of market sizes, growth forecasts, along with insights into the market dynamics. This enabled the client to take major decisions and implement accurate marketing strategies for the target markets in those countries.