KICK-OFF MEETING - Brindisi 21 July 2011

EcoPlasBrick

T5.1 – Market Analysis and roadmapping

• Assess the European construction market for the introduction of EcoPlasBrick products

– Special attention will be given to ventilated facades and elevated floors markets

• Conduct a Lead Market Analysis to identify a shortlist of countries with favourable market conditions for the uptake of EcoPlasBrick products

• Develop a road-map for the applicability of the new EcoPlasBrick products within Europe thanks to the identification of potential end-users by means of an enlarged survey involving all project partners, networks and multiplier organisations

CETMA will be supported by DAPP for development of Task 5.1 activities

KICK-OFF MEETING - Brindisi 21 July 2011

EcoPlasBrick

Lead Market Analysis - Methodology

• Identifying those countries offering particularly favourable conditions to the market introduction of EcoPlasBrick panels

• Defining indicators to assess conditions for market uptake

– Indicators are identified based on a preliminary desk analysis of the macro-environment and competitive environment according to an adaptation of Porter’s model of the five forces

• Thanks to ranking system, countries can be compared one to the others

• Result of the analysis is a shortlist of countries offering the most favourable conditions to market uptake

• The results will allow developing a road-map for the EcoPlasBrick panels relative to the identified market trends and according to the end-users demands

2

KICK-OFF MEETING - Brindisi 21 July 2011

EcoPlasBrick

Lead Market Analysis - Fundamental steps

Activities

• Analysis of EU Scenarios to identify characteristics of the Reference, Supply and Acceptor Markets

• Detection of non-technical barriers and identification of opportunities related to the acceptor market

• Evaluation and ranking of EU countries based on Indicators

• Road-map of the applicability ot new panels in Europe

3

ANALYSIS OF MACRO-AND

COMPETITIVE ENVIRONMENTS

ANALYSIS OF MACRO-AND

COMPETITIVE ENVIRONMENTS

DETECTION OF BARRIERS AND

OPPORTUNITIES

DETECTION OF BARRIERS AND

OPPORTUNITIES

EVALUATION AND RANKING

BASED ON INDICATORS

EVALUATION AND RANKING

BASED ON INDICATORS

ROAD-MAP

ROAD-MAP

KICK-OFF MEETING - Brindisi 21 July 2011

EcoPlasBrick

Analysis of Europan Scenario

4

Step 1: Analysis of the Reference Market sector

• Analysis of the market of panels for building skins (Reference Market):

–uses/applications (focus on ventilated facades and high floors), competing products, innovation trends

Step 2: Analysis of the Supply Market sector

• Analysis of the plastics recycling sector (Supply Market), inclusive of:

–identification of competing markets for recycled plastics

–characterisation of supply chain / recycling infrastructure

Step 3: Analysis of the End/Acceptor Market

• Analysis of the building sector (End/Acceptor Market)

–characterisation of construction companies

–overview on construction activity across Europe

STEPSrelated

with ANALYSE

S

STEPSrelated

with ANALYSE

S

KICK-OFF MEETING - Brindisi 21 July 2011

EcoPlasBrick

Evaluation and Roadmpping Steps

5

• Step 5: Definition of Indicators and set up of Indicators list

• Step 6: Definition of ranking system for each indicator

• Step 7: Scoring of Countries for each Indicator

• Step 8: Ranking of Countries and comparison based on global score

• Step 9: Road-map: penetration rate, commercial schemes and models, identification of technological development patterns

STEPSrelated

with EVALUATIO

N

STEPSrelated

with EVALUATIO

N