MKOR conducted a market study for Julien Expert, focusing on the ventilation market across three specific segments: residential, industrial, and commercial.
The study aimed to identify trends and opportunities for the development of Julien Style in the Romanian market, as well as to analyze the key competitors in the niche of residential, industrial, and commercial ventilation products.
Our next step was a comprehensive benchmarking analysis of the top 10 competitors, including Julien Stile. We evaluated their commercial strategies, focusing on client relationships, branding, distribution policies, pricing, discount strategies, objectives, strengths/weaknesses, projects, and distribution networks.
Combining the results of this research with a detailed SWOT analysis, we gathered invaluable insights on Julien Stile’s position in the residential segment, growth opportunities in the commercial and industrial sectors, and strategies for positioning Julien Stile as the leading professional ventilation systems provider.
Complex Analysis and Research Methodology
To conduct the study and identify the dimensions of the ventilation market in Romania, MKOR used a complex method of data collection and analysis from multiple sources, based on a multi-dimensional model.
The information was collected from both secondary and primary sources, ensuring cross-verification, analysis, and correlation with factors influencing market dynamics.
In the first phase of the research, market trends, key players, and existing brands in the Romanian market were identified through desk research. To establish the market foundation, we identified importers, direct distributors, and manufacturers of existing brands in the Romanian market.
The information collected during the desk research phase was validated and supplemented by in-depth interviews with experts in the ventilation field: 28 specialists with relevant experience for each of the three market segments.
From this, we found out:
- The existing brands and suppliers in the Romanian market;
- Trends and factors influencing the ventilation market;
- Influencers in purchasing decisions and criteria for acquiring ventilation systems;
- Sources of information about ventilation system suppliers.
All the above approaches contributed to defining our working hypotheses and figures related to the ventilation market in Romania.
In the second phase of the research, after identifying and ranking the suppliers of ventilation systems, a comprehensive phase of primary research was initiated.
Interviews with Direct Competitors
In-depth interviews were conducted with more than 25% of all players in this market, the majority of them being in the top 20.
The purpose of this step was to identify the dimensions of the ventilation market in Romania, its evolution and structure, and future development trends.
The obtained figures were verified and correlated with the evolution of the construction market, as well as influenced by other factors, such as legislative elements.
In parallel with the previous stages, after identifying key players, MKOR conducted competitive profiling of Julien Stile and its top 10 competitors, aiming to identify:
- Their strengths and weaknesses;
- Sales evolution;
- Addressed market segments;
- Distribution and promotion channels;
- Customer service aspects;
- Elements of their commercial strategy.
This phase involved both desk research and a session of B2B Mystery Shopping.
Based on the collected data, the MKOR Consulting team formulated a series of characteristics and trends in the ventilation system market in Romania, providing Julien Stile with instrumental information for understanding the market in which it operates and defining its development strategy.
Feedback Accordingly
Target Market:
- The Romanian ventilation installation market
Methodology Used:
- Desk Research
- In-depth interviews with industry experts
- Primary research: interviews with competitors
- B2B Mystery Shopping
- SWOT Analysis
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