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The client is ready to expand into the APAC region. However, there are many barriers to entry and in order to overcome them they will need to enter the market as quickly as possible. In today’s competitive scenario, a product must speak for itself – the quality of the product will make the difference to the consumer. The client has determined that entering the Indian market will be a profitable and rewarding business venture and an important component of their future business growth. The client is dedicated to providing the best quality products, tailored to suit the target market needs. The expectation of this project is to capture 20% market share in the next two years. Prior to entering the Indian (APAC) market, the customer will need to complete the following due diligence: Benchmark study of the competition – product specifications, cost and performance Research and analysis of product requirements for the target market Without any current presence or infrastructure in India, the client will suffer a high cost, and an extreme amount of effort and time to gather this information and be able to design and introduce the product to the market. However, any lack in competency or any delay will hamper the customer’s project launch which will cause the entire exercise to fail! To mitigate the risk of failure, the customer decided to contract with a trusted vendor. Being a pioneer in outsourcing, with a distributed global network of talent, resources and an infrastructure in India, BWIR was the best choice to support the client’s needs. As illustrated in the following Figure A: When introducing a new product to a current market, a company only has to investigate market penetration opportunities. But when entering a new market a company is forced to develop their business in the new market and diversify in addition to all market penetration activities. This will lead to a higher cost and longer timeline. BWIR specializes in product design engineering and has a proven track record of creating a competitive edge for its clients. BWIR came on-board as an outsourced vendor to complete the benchmark study of the competition and target customer base analysis. In addition, BWIR redesigned the product to suit the target market, APAC – Indian target customer requirements. Hence, BWIR became a valuable, trusted outsourced vendor for the customer. Since the relationship did not evolve into a joint venture, the customer continues to hold all of the patent and intellectual rights with regards to the business. On behalf of the customer, BWIR completed the Benchmark study of the competition and target customer base analysis. BWIR also redesigned the product for the customer, based on the target market findings with its in-depth technical expertise and experience in the field.
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1 | P a g e CONFIDENTIAL DOCUMENT
Outsourced Product Design (OPD)
Customer enlightenment through effective outsourcing of product design to enter India Market – A Key Case Study
2 | P a g e CONFIDENTIAL DOCUMENT
The client is ready to expand into the APAC region. However, there are many
barriers to entry and in order to overcome them they will need to enter the
market as quickly as possible.
In today’s competitive scenario, a product must speak for itself – the quality
of the product will make the difference to the consumer.
The client has determined that entering the Indian market will be a profitable
and rewarding business venture and an important component of their future
business growth.
The client is dedicated to providing the best quality products, tailored to suit
the target market needs. The expectation of this project is to capture 20%
market share in the next two years.
Prior to entering the Indian (APAC) market, the customer will need to
complete the following due diligence:
Benchmark study of the competition – product specifications, cost
and performance
Research and analysis of product requirements for the target market
Without any current presence or infrastructure in India, the client will suffer a
high cost, and an extreme amount of effort and time to gather this
information and be able to design and introduce the product to the market.
However, any lack in competency or any delay will hamper the customer’s project launch which will
cause the entire exercise to fail! To mitigate the risk of failure, the customer decided to contract with a
trusted vendor.
ABOUT THE CLIENT
Headquartered in Europe,
the client is one of the
leading manufacturers and
suppliers of industrial
equipment & machines for
the following industries:
Food and beverage
Pharmaceutical
Waste water &
chemical industries
The client has a 65% market
presence in Europe with a
well –established customer
base.
The client is now expanding
their product range and
market presence across the
APAC region.
By entering emerging
markets, like India, and
providing products
designed for specific target
markets, the client has
plans to capture 20% of the
market share in the next
two years.
3 | P a g e CONFIDENTIAL DOCUMENT
Being a pioneer in outsourcing, with a distributed global network of talent, resources and an
infrastructure in India, BWIR was the best choice to support the client’s needs.
As illustrated in the following Figure A:
When introducing a new product to a current market, a company only has to investigate market
penetration opportunities. But when entering a new market a company is forced to develop their
business in the new market and diversify in addition to all market penetration activities. This will lead to
a higher cost and longer timeline.
Figure A
BWIR specializes in product design engineering and has a proven track record of creating a competitive edge for its clients.
BWIR came on-board as an outsourced vendor to complete the benchmark study of the competition and target customer base analysis. In addition, BWIR redesigned the product to suit the target market, APAC – Indian target customer requirements.
Hence, BWIR became a valuable, trusted outsourced vendor for the customer. Since the relationship did not evolve into a joint venture, the customer continues to hold all of the patent and intellectual rights with regards to the business.
On behalf of the customer, BWIR completed the Benchmark study of the competition and target
customer base analysis. BWIR also redesigned the product for the customer, based on the target
market findings with its in-depth technical expertise and experience in the field.
4 | P a g e CONFIDENTIAL DOCUMENT
The customer realized the following benefits by trusting BWIR to be its outsourced vendor:
The necessary infrastructure, network requirements, ecosystem, and business environment
were created to seamlessly step into the Indian market
50% reduction in project delivery time as illustrated in Figure C: Overall Project Schedule
22% reduction in project cost as illustrated in Figure D: Project Cost Difference
Customer continues to hold all of the patent and intellectual product rights
Figure C
Figure D
$60
$56
$850
$650
$910
$706
Without a partner
With a partner
Project Cost Difference (in $K USD)
Benchmark Study/Research Development Cost Total Time
5 | P a g e CONFIDENTIAL DOCUMENT
Our
BWIR's vision is to be a full-service provider to mid-market manufacturing companies. While some of
BWIR's service offerings require in-depth domain expertise, others are technology-related services that
span multiple domains.
Within manufacturing, due to the Barry-Wehmiller legacy, BWIR is equally comfortable with both
discrete manufacturing (Barry-Wehmiller divisions like MarquipWardUnited and HayssenSandiacre) and
process manufacturing (Barry-Wehmiller customers in the food, beverage and pharmaceutical industry).
Within discrete manufacturing, BWIR's core strength is in the Industrial Machinery and Equipment (IME)
space. These include:
Special purpose machines
Metal forming and cutting equipment
Paper converting machines
Packaging technologies
Rotating equipment including pumps and valves,
compressors, fans and blowers
Additionally, BWIR has core competence in:
Oil and gas
Pharmaceuticals
Food and beverage
Consumer goods
BWIR offers manufacturers a full suite of engineering and information technology services, bridging
these two core areas with product lifecycle management solutions. Working side-by-side with clients,
our consultants act as practitioners, rather than theorists, and are able to tap the vast knowledge
contained within our parent company, Barry-Wehmiller Companies, Inc.
In engineering services, BWIR helps manufacturers to maximize their output in areas such as product
design, industrial automation, sustaining engineering and value engineering. BWIR also assists
manufacturers in identifying effective strategies for integrating their engineering functions with the rest
of the company.
In IT consulting, BWIR makes technology serve our clients, rather than the other way around. We help
untangle overlapping and repetitive applications, streamline processes, and make sure our clients are
using enterprise software as efficiently as possible to speed the development and delivery of new
products.
6 | P a g e CONFIDENTIAL DOCUMENT
-
BWIR is a global provider of engineering and enterprise solutions to the midmarket manufacturing
domain. As part of the consulting platform of a US-based global manufacturing and technology services
leader, BWIR has embraced Barry-Wehmiller’s people-centric leadership culture and values. BWIR has
been recognized as a pioneer in outsourcing with a distributed global network of talent and resources.
BWIR enables its clients to achieve a competitive edge in the marketplace by striving for execution
excellence in every aspect of what is delivered. Fundamental to our model is the building of proactive
and insightful relationships that foster lasting partnerships.
Key differentiators:
Driven by our unique people-centric culture and values
Pioneers in outsourcing with a distributed global network of talent and resources
Consulting platform of a U.S.- based global manufacturing and technology services leader
Specializing in engineering and enterprise solutions for manufacturers
Execution excellence through a proven commitment to process improvement
Focused on proactive and insightful relationships that foster lasting partnerships
7 | P a g e CONFIDENTIAL DOCUMENT
United States
Headquarters: Barry-Wehmiller International Resources 8020 Forsyth Blvd. St. Louis, MO 63105 USA Phone: +1 (314) 862-8000 Fax: +1 (314) 862-4154 Email Contacts: Jim Webb [email protected] Christopher Hric [email protected] Raguraman Thulasiraman [email protected]
Europe
UK Office: Barry-Wehmiller International Resources 101 Lilac Grove Nottingham, UK NG9 1PF UK Phone: +44 (0) 780 719 5772 Fax: +44 (0) 115 967 8707 Email Contact: Vivek Maladkar [email protected]
India
Mumbai Office: Barry-Wehmiller International Resources Kailash Tower, A Wing 204 / 205, 2nd Floor N.S. Phadke Marg, Andheri East, Mumbai – 400 093 Phone: +91-22-26821871/2/3573 Fax: +91-22-268 217 79 Fax: +91-11-460 416 31 Email Contact: Adwait Rajwade [email protected]
Chennai Office: Barry-Wehmiller International Resources MPL Silicon Towers, 23-1/B3 Velachery Tambaram Main Road Pallikaranai Chennai – 600 100 India Phone: +91-44-43 909 100
www.bwir.com
