Analysis of the Remote Access Market in North America
Independent thesis Advanced level (degree of Master (One Year))Student thesis
How can a small European technology company make it to the giant North American market? This thesis deals with how a new entrant with disruptive technologies and products in the remote access automation market could enter and develop a business in North America where this market barely exists. To address this problem, we have analyzed if the Porter Five Force framework together with the Blue Ocean concept is a viable approach to evaluate a company’s competitive edge, and what strategy to apply for a company with disruptive products. To this end we make use of a case study of the Belgian high-tech company eWON to do a market analysis, competitor analysis, and analysis of the distribution channels in this market. eWON is already the market leader in Europe and therefore has unique knowledge of this market that could be of advantage in analyzing the US market. We find through interviews and market analysis that the remote access market, which is closely linked to the programmable controller market, is a growing niche market with great potential. There is only one weak direct rival, no solid substitutes, the vast majority of customers are small companies buying small volume and therefore having a limited bargaining power. Furthermore, suppliers could possibly control price due to high demand for components, and due to high capital investments and a need of high quality R&D, entry barriers should be high. With a unique differentiated product, this market has high potentials. Finally, after an analysis of the distribution channels available in the US, we conclude that a high-technology distributor probably is the best option. In this thesis we find a complementarity between the Blue Ocean concept and the Porter framework that is needed for launching innovative products.
Place, publisher, year, edition, pages
2012. , 58 p.
Remote access, Market analysis, Five Forces Framework, Blue Ocean Strategy, market
IdentifiersURN: urn:nbn:se:bth-5903Local ID: oai:bth.se:arkivexD40D6E22DFF4C14EC12579C1004BA274OAI: oai:DiVA.org:bth-5903DiVA: diva2:833314
UppsokSocial and Behavioural Science, Law