Industry Market Maps
Throughout my tenure as a marketing specialist, performing thorough research has been a constant requirement for success. The “Market Maps” are the culmination of years of research: A collection of 10 interactive presentations created for both customer sales support and as an internal training tool for employees. Each market map details a particular industry from raw material to finished product, and explains each of the processes in-between in simple language. Much like an episode of the popular show, “How It’s Made,” the market maps break the industry down into digestible parts, but go a step further to highlight where key manufacturing product applications can be found.
Primary & Secondary Research
To complete each market map, I performed both primary research (interviews with subject matter experts and on-site visits to plants) and secondary research (online & print) to amass current and relevant information on each industry. Detailed documentation, notation and cataloging of a wide range of technical information (from metallurgy to thermodynamics) was required to boil the relevant information down into a cohesive presentation.
10 Major Industries
-Steel Making
-Chemical Manufacturing
-Petrochemical Manufacturing
-Utilities & Power Generation
-Commercial Power Gen Systems
-Pulp & Paper Manufacturing
-Oil & Gas Refining
-Water & Wastewater Treatment
-Pneumatic Handling Systems
-Ship Building & Offshore
Interactive Presentations
The format of each market map was designed for simple and intuitive use in order to make self-guided learning easy. By clicking around, the user can explore the different stages of a particular industry, processes used and key words through an included glossary of terms. Each map is optimized for both desktop & tablet use – Turning simple sales presentations into a display of expertise during a customer visit, while on the road or inside a plant.
Product Application
Key areas where manufactured products could be found/best used are highlighted throughout the maps. When clicked, it reveals key performance attributes and critical application details for the user (size ranges, fitting combinations, pressure ratings, certifications, competitive products, chemical compatibility etc.).
Competitor Maps
Competitor research is a critical marketing responsibility – Keeping an eye on the industry and your competitors is necessary to grow and outpace the market. The “Competitor Maps” are a great example: A collection of 25 interactive presentations detailing the complete landscape of the flexible metal hose industry in the United States. Created for sales support, product SWOT analysis, and competitive market analysis, this information database is a comprehensive repository for all relevant information of major players in the domestic flexible metal hose & expansion joint industry.
Primary & Secondary Research
To complete each map, I performed both primary research (interviews with subject matter experts and on-site visits to different facilities) and secondary research (online & print) to amass current and relevant information on each industry player. Most companies in this industry are privately held and required a creative approach to get information.
Knowledge Database
The maps capture decades of institutional knowledge from seasoned sales professionals and experts within the industry and combine it with the nuts and bolts of each competitor’s offering and capabilities (products manufactured, sizes offered, industries served etc.) making this critical information concrete, current and transferrable.
Competitive Analysis
Information entries are sorted by category and date collected with reference to source material including detailed annotations – Which provides solid a platform for collaborative review of industry changes, market forces, and product offering gaps as well as focused SWOT analysis.
Interactive Presentations
The format for each market map was designed for simple and intuitive use in order to make tracking competitors and their capabilities easy. By clicking around, the user can explore different major players, their manufacturing capabilities, and a complete range of products amongst other key details.
