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THE SITUATION
- A PE firm hired Stax to assess the growth potential of a portfolio company offering eye care services, in its core and potential markets, to prioritize for expansion.
- We sought to examine the competitive landscape in its core and the extended markets, identify factors contributing to the Target’s success in its core market and profile each extended market in terms of demographic similarities, competition, and relative attractiveness.
THE ASSIGNMENT
- To carry out a cluster analysis using inputs from demographic data and store performance metrics to segment [Target] local market types.
- To conduct an analysis of the core and the extended markets covering demographics, insurance acceptance, market capacity and competitive positioning utilizing secondary research and primary interviews.
- To map and analyze each extended market to identify demographic and geographic segments that exist within them
THE BENEFITS
- Stax recommended new attractive markets for the Target to expand in to and highlighted numerous acquisition opportunities in its core market.
THE FINDING
- Findings revealed that the Target’s core market was an attractive and growing region for eye care service and compared favorably to other large markets.
- The Target was clearly differentiated through breadth of product selection and flexibility of insurance acceptance and had a strong footprint within the most attractive portions of its core market, with a market share of xx%.
- We identified opportunities for Greenfield expansion and prioritized extended markets by relative attractiveness.
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