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