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Case Study - Landscape Assessment


A global manufacturer of leisure and children’s furniture and safety products had a strong market share position but was locked into slow-growth categories. Could a new category adjacency be the answer to reaching a new peak in sales and profit? If so, the company also needed to know how to win in the new categories.

The CMI Solution:

The CMI team comprehensively assessed an unexplored market containing several segments.  We:

  • Used our expertise in business analytics to identify the size of the potential markets’ segments
  • Uncovered the segments’ unmet needs, uncluttered positions and critical success factors, including how to win in retail channels
  • Prioritized the segments based on the combination of market attractiveness and fit with the current organizational strengths and brands
  • Used our expertise in consumer science to assess the existing brands’ fit and permission to win in potential segments by developing and testing original product concepts
  • Evaluated different ways to enter the market, assessing and quantifying both green field and target acquisition strategies, and recommended a targeted strategy to meet the organization’s financial goals


We armed our client with a fact-based plan for entering a new adjacency and generating profitable growth for their organization:  category segment priorities, winning new product concepts with proven brand permission-to-win, and guiding principles to succeed in the new categories.

Services we provided for this engagement:

  • Situation analysis
  • Shelf audits
  • Expert interviews with industry insiders
  • Market size and forecasting
  • Identification of consumer unmet needs
  • Brand positioning mapping
  • New product concept generation
  • Qualitative market research
  • Identification of critical success factors
  • Market entry strategy