Case Study: Helping a Client make a more informed decision
Norman Broadbent Research & Insight recently completed a bespoke piece of market entry analysis, for a US listed corporation, looking to consolidate their European business from two, to one location. Considering sites in Western and Southern Europe, the Client was concerned with:
- Local factors that would make their business successful
- The availability of local talent
- How attractive the site would be to globally minded professionals open to relocation.
Our analysis identified a key fault line between the two sites enabling the Client to make an informed decision based on which underlying factor was most relevant.
Our approach was three-fold. Through a combination of publically available information and detailed conversations with local sources, we assessed each site based on:
- The liveability and attractiveness of the location
- The size and availability of the local talent pool
- The sector specific business culture within each country.
Firstly, as a key factor was the attraction of mobile, international talent, we focussed on the cost of living, the availability of international schooling, the percentage of the population that spoke English, and local transport links. Secondly, we assessed the local talent pool in two ways. To begin with, we calculated the number of students at universities within a 1–2 hour radius studying relevant subjects. We then added information about the tendency for students to stay in the area on graduation. Beyond the availability of recent graduates, we provided an approximation of employees within a 1 hour radius already working at relevant sector-aligned companies. Thirdly, to assess the sector specific business culture, we combined both government reports and industry studies with insight from local sources. From this, we provided a snapshot of government incentives, tax benefits, intellectual property laws, the regulatory climate, and the labour relations environment. We then combined this with detailed information about those businesses of relevance already established in-country.
By adopting this three-fold approach we were able to uncover a clear fault line between the locations. We discovered that the attractiveness of each site revolved around two, distinctly different factors. Whichever factor was most important to our Client would logically most likely sway their decision. Having completed this analysis, we were able to provide our Client’s CEO with a tailored, informed, picture of the key differences enabling them to make a more informed decision.
If you would like to hear more about the services our Research & Insight Practice offer, or to discuss a specific project in confidence, please do not hesitate to contact Andrew Smith via
andrew.smith@normanbroadbent.com for an initial confidential discussion.