Case Studies
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Case Studies |
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Applying New Technology in an Old Market The client is a start-up producer of high-tech ceramic materials. Its competitive advantage is innovative process technology that results in a superior surface finish. The company serves a wide range of leading edge companies and research organizations in the semi-conductor industry. Sales are handled by a direct sales force to OEM customers. R&D had developed a non ceramic process applicable outside of the semi-conductor market. The new process promised an economical means for producing near-net-shape complex metallic parts. Management wanted to understand the market potential of the process before allocating additional resources to its continued development. Beta Consulting researched end use markets for the new process. For each market we developed an understanding of the market needs and the characteristics of competing processes. We documentated the advantages of each process including economic, performance, acceptance, and environmental factors. We prepared a plan to exploit the market opportunity including budgets, staffing estimates, schedules, and expected financial return. The most important element of this project was determining the realistic potential of the new process. The analysis showed that the new process had significant economic advantages but would require a lengthy development period to reach viable commercial status. The project was not pursued. |
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