- Assessment of potential demand for the product in the world and in the regions of the world.
- Obtaining quantitative data on each market segment.
- Identification of growth drivers for each of the market segments.
- Determination of the average level of profitability of sales for each of the market segments.
- Comparison of technology with existing and promising analogues.
Object of study - carbon -graphite products (UGP):
- Graphite electrodes
- Coal electrodes
- Cathode blocks
- Blocks are domain.
- Electric mass
- The mass is anode
- The blocks are burned
Determine the market volume (by all target segments inside it):
- market size and capacity (in monetary and natural terms) (2007-2011);
- The forecast of market development (in monetary and natural terms) until 2020;
- the volume of exports and imports (in monetary and natural terms) (2007-2011);
- factors affecting the development of the market (growth drivers);
- Market dynamics and main trends.
Determine the situation in the markets in target segments:
- The situation in the markets of targeted products;
- the volume of sales of companies in monetary and natural terms of the company of the market of companies in each segment, with the allocation of sales of a product produced according to a technology that uses (for example, the volume of sales of steel according to production methods - electrical furnaces, marten stoves, oxygen converters);
- A review of the prospects of technologies, which use the UGP, strategic development plans for large consumers of the UGP, investment programs for the construction of new capacities using UGP;
- types of products of target segments;
Determine the competitive situation in the market of suppliers of the UGP:
- competing companies supplying UGP for target segments;
- the volume of sales of the UGP of these companies in monetary and natural terms The share of the market of competitors in each segment;
- Alternative technologies, plans for the implementation of new technologies, strategic plans for the development of competitors, investment programs.
- product line;
- average level of profitability of sales for products;
- Expenses for R&D
- Comparison of the customer products with competitors' products (specific electrical resistance, porosity, strength during bending, strength during rupture, ash content, thermal conductivity, apparent density, etc.);
- Unsatisfied needs of consumers regarding the technical parameters of products.
- Joint enterprises and alliances of carleographic manufacturers. The reasons for the creation, methods of interaction of alliance participants.
Determine the potential demand for UGP
- Assessment and justification of potential internal and external (export) demand for products by year (2012-2020) in natural and monetary terms of segments.
Determine the price segments of the UGP:
- Determine what price segments are present on the market (for example: low, medium, premium) and how such segmentation is caused;
- Determine how the market shares between different price segments.
Pricing of UGP for the target segment:
- Product cost forecast (with breakdown in the main cost items: raw materials, salary, etc.);
- forecast for the market price of products (upper, lower border);
- the main factors determining the movement of prices;
Analyze the alternative to the UGP:
- alternative types of materials based on current and promising technologies in this area;
- Competitive advantages and disadvantages of technology/materials.
The period of research.
- Historical data for the period 2007-2011.
- Forecast data for the period 2012-2020.
File name: ТЗ-427-2012
