Evaluating & Prioritizing Market Adjacencies in Oil & Gas

Evaluating & Prioritizing Market Adjacencies in Oil & Gas

August 4, 2019
August 4, 2019

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Evaluating & Prioritizing Market Adjacencies in Oil & Gas

THE SITUATION

THE ASSIGNMENT

  • Conjoint analysis—to identify preferences for feature bundles using trade-off scenarios.
  • Van Westendorp price sensitivity meter—to discover price points for a role-based pricing strategy.
  • Data collection—web survey which included a sample of firmwide and function specific IT decision makers and influencers across different contractor types and company size verticals, as well as existing customers and prospects.

THE BENEFITS

THE FINDING

  • We identified several challenges faced by O&G firms, which made our Client’s plans for expansion within O&G production operations timely.
  • Furthermore, producers recognized and embraced technology-based solutions as a means to help stabilize and improve oil and gas production operations in this challenged market environment.
  • Initial findings revealed that Seg B and Seg E were compelling growth markets for our Client where Seg F & G presented sizeable opportunities.
  • Further research and the market attractiveness metrics highlighted Seg B and Seg F as most attractive for our Client while synergy metrics highlighted Seg E and Seg B as being best aligned with our Client’s existing footprint and strategic vision.

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