Market Opportunity Analysis

MANAGEMENT CONSULTING PROJECT

Market research, customer insight and product line strategy.

AT A GLANCE

Holistic analysis of the market landscape, competition and customer needs in the enrollment management sector of the higher education market to support decisions about new target markets and product line expansions.

WHAT WE DID

Market Opportunity Analysis
Competitive Analysis
Voice of the Customer Research
Vendor Deep Dive Analysis
Product Line Strategy

CLIENT STORY

A prominent player serving the higher education sector was seeking a thorough market assessment, including a detailed competitor analysis and updated customer insights. A rapidly shifting landscape combined with a plethora of new vendors, products and services changed the rules of engagement along with the risk profile and reward potential for new products. The goal was to add an objective, third-party perspective into upcoming product strategy decisions.

"With the end of the project being punctuated by COVID-19, we expanded our Voice of the Customer research given the pandemic’s unique impact on higher ed. This resulted in the delivery of relevant inputs that could be leveraged in real time by our client as they adjusted to the rapidly evolving market and shifting competitive landscape."

Susan Loconto Penta

Co-Founder & Managing Partner, MIDIOR

PROJECT & OUTCOMES

The MIDIOR team conducted a comprehensive sweep of the market including extensive deep dives into competitive vendors complemented by a large body of Voice of the Customer research. In addition to the analysis and insights provided, the team made recommendations on new markets to target, where to invest in new products and line extensions, and tuned product messaging for marketing campaigns. Despite the impacts of COVID-19, the team moved quickly and efficiently to ensure the project was not only delivered on time, but exceeded the client's expectations.