Rowan Services

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Market Analysis

Whether you are changing materials and finishes or bringing a new, clean technology onto the market, it is critical to understand what the market really needs, how your product will meet those needs, and how it should be marketed.  It is surprisingly common to find new coatings and surface treatments being offered that do not really meet customer needs or requirements, or that do not fit with the way business is actually done in their target market segment.  A treatment of this type frequently becomes “a cure in search of a disease” – a superb answer to a problem nobody has.  The way to avoid this is to understand the market and, where possible, to do the market research in parallel with the technology development so as to ensure that the technology makes sense to its potential users.

Understanding the markets and market requirements for new coatings, surface treatments and advanced materials is always a difficult matter that requires an organization deeply embedded in the industry, with sufficient background and knowledge to probe the market intelligently.  Despite the large size of the coating and finishing industry, and despite their importance to the function of so many products, coatings and surface treatments are a small part of the total cost of most items, making it very difficult to extract market size, growth, and other data from most economic numbers.  Doing so requires a lot of probing and telephone interviewing by people with the background to understand the answers.

Further information on our market analysis services can be found at http://www.rowantechnology.com/market.html

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