Challenge

The Rothkötter Group, which specializes in the production of fresh chicken meat, was faced with the challenge of evaluating whether an investment in a new business area for further vertical integration made economic sense. It was not only necessary to consider the strategic effects, but also to analyze potential cannibalization with existing customers. In addition, various implementation options had to be examined in relation to specific product offerings and the associated manufacturing processes in order to make a well-founded decision on a possible market entry

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Approach

Conves conducted a market analysis and developed the go-to-market strategy over a period of 3 months:

Derivation/approximation of the market size based on various analysis dimensions and methodologies
Creation of a product database with potential competitor products in the targeted segment
Analysis of competitor products and derivation of benchmarks
Integration of the collected market data into the business case calculation incl. modeling of various implementation scenarios
Preparation of all information for targeted decision-making