In this case study, a detergent enzyme manufacturer engaged CPL Business Consultants to developing a go-to-market strategy for its business in Europe. CPL’s desktop research combined with over 80 interviews delivered the detailed insights required to formulate a robust strategic plan.

Objective

The objective of this project was to assist our client in developing a market entry strategy for its detergent enzyme business in Europe.

Biological detergents which contain enzymes are effective, affordable and sustainable. CPL’s client had a number of new enzymes due to be launched as well as an existing product on sale and wanted insight into its potential customers’ buying criteria, the expectations they may have from a new enzyme supplier and any unmet needs in the market.

Method

This project began with a brief review of detergent enzymes and a compilation of the factors that can affect the choice of enzymes. This lead to several hypotheses which were tested by discussion with individuals knowledgeable in the industry.

Detailed information was sought from individuals and companies knowledgeable about the markets, companies, products and technologies. CPL sought to interview key individuals in as many potential customers as was practicable, keeping the identity of the client anonymous.

We also used a questionnaire to obtain additional data. A list of potentially useful contacts was constructed which included the European markets for laundry and automatic dishwashers in order to increase the size of the list previously provided. This list of approximately 80 companies was researched and the individuals with the most relevant experience and role were identified and then contacted.

The findings were used to make strategic recommendations on how the client should approach the market.

Click to see the contents of the study or look below for an outline.

Detergent Enzymes

Executive Summary

Objective
Background
Scope
Method
Principal Findings
- Introduction
- Contacts’ Views
  - Markets
  - Competition
  - New Entrants – Success Factors and Barriers to Entry
  - Trends & Innovations
  - Market/Technology Gaps/Unmet needs
  - Price
  - Service
  - Products & Quality
  - Stabilisation
  - Sustainability
  - Regulations & Safety
  - Detergent enzyme manufacturer strategy
- Questionnaire Findings
- Patents
Conclusions
- Markets & Competition
- New Entrant, Success Factors and Barriers To Entry
- Products and Service
- Trends, Innovations, Gaps and Unmet Needs
- IP and Formulations
- Questionnaire
Recommendations

Introduction to Detergent Enzymes

Detergents
- The Allergy Myth
- Detergent Enzyme Market
- Detergent Enzyme Performance
Enzymes
- Amylases
- Lipases
- Cellulases
- Mannanases
- Peroxidases

Contact Reports

Overview of Contact Views
- Markets
- Competition
- New Entrant
- Trends & Innovations
- Market/Technology Gaps/Unmet Needs
- Barriers to Entry & Success Factors
- Price
- Service
- Products & Quality
- Sustainability
- Regulations & Safety
Contacts
- 86 contacts