Project Description
Market Sizing
A diesel engine manufacturer was about to launch a refurbished factory-based engine.
However, the engines would suffer competition at the counter of their brand’s official distributors, who also refurbished their own engines.
Challenges
• Identify a competitive differential of refurbished diesel engines from the factory, in front of their direct competitors;
• To size the Brazilian market of refurbished engines to determine the factory’s effective production capacity.
Cost of not doing it
• Inviabilize the factory refurbished diesel engine product;
• Put at risk the excellence that the brand had in the market for diesel engines.
Paths to success
• The diesel engine market in Brazil was, for the first time, dimensioned by the manufacturer;
• To seek primary sources of information, together with ANFAVEA, ABIMAQ and client assemblers;
• Create algorithms that establish the approximate number of diesel engines that needed grinding per year in Brazil, with geographic distribution, separated by model.
Results
• The market for diesel engines was scaled, allowing the calibration of the assembly line and aligning the spare parts market for this business segment;
• Strengthening of the “reconditioned factory engine” brand and the “exchange-based” business model in the diesel engine market in general;
• The market for diesel engines in Brazil was for the first time, scaled by the manufacturer.
Customer’s main business
• Diesel engines.
Market segment
• Automotive.
Upsoul solution or service
• Strategic market planning.
