Highlights the importance of Business/market development in five different real business cases.

1. Sustainable Business Evolution
CASE STUDY
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2. CASE STUDY (I)
NORTH EUROPEAN PLASTIC CO. (single-use plastic fish boxes):
North European Plastic co., had various meetings with the Ministry of
fisheries in Spain. Decided to enter a project based on promises raised
on those meetings. Invested 600.000€ in 2 injection molds and reached
an agreement with a local plastic manufacturer. Later created a local
company, opened an office in Madrid, sent an expatriate and hired a
Commercial Director. Objective was to stop the massive use of wooden
boxes for fish and change to plastic, more hygienic and friendly.
Expected demand was 2 million boxes per year.
10 months later, only a few hundred boxes were sold, after every single
potential client was visited intensively.
PROBLEMS: Unusable box design. High Price. Lack of support from
Ministry. Consolidated mentality for wooden boxes.
RESULT: 1mill€ invested and office closed.
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3. CASE STUDY (II)
HOMELAND SECURITY: Creation of new software company
Spanish/Japanese company opened a Business Development process
to minimize the risk of a new market entrance.
For 12 months Developers visited the relevant authorities,
investigated the products in the market, researched products outside
Spain. They created a business plan and shared it with the decision
making people at the Spanish National Police.
Everything received the necessary blessings from the market and was
decided to start the new company. Software Developers were hired
and started working in the creation of the product whose design had
been shaped following the client advise.
One year later, they won an important contract for the detection and
control of fake document and exported this system worldwide with
great success.
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4. CASE STUDY (III)
ANPHIBIOUS AIRCRAFT: Governmental Sales
Asian aircraft manufacturer, designed a state of the art amphibious
airplane with firefighting and sea rescue capabilities. Spain was
identified as a top potential market. They assigned a Developer to
study the market. All the key players were identified and contacted:
firefighting pilots (to get their impression and understanding of the
planes they were flying and what they were lacking), maintenance
companies, private chartering companies, firefighting authorities,
military commanders, etc…
Meetings and presentations were held for almost a year.
CONCLUSION: Their product could not compete with the existing
main contractor, due to a 20 year old collaboration agreement
between a Canadian manufacturer and the Spanish government.
Business Development saved the manufacturer thousands of Euros.
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5. CASE STUDY (IV)
Photovoltaic Module Manufacturer:
Solar module manufacturer targets Spanish Market:
Assigns a Developer, who studies the legal frame, opportunities,
market structure and indentifies the key industry players.
For many weeks, gathers information and contacts and prepares the
manufacturer for a series of meetings that will determine the
feasibility of the project.
Meetings are positive and some sales are closed in the first visits.
CONCLUSION: Manufacturer gradually takes the lead of the
commercial action from the Developer while creates a consolidated
distribution network and assigns its own personnel to give continuity
to the business.
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