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Railing Sales Expansion in New Regions

Situation

A multi-regional railing manufacturer’s long-term goal is to develop a national footprint and required a strategic analysis of the regions to determine the best opportunity with respect to market size, demand concentration, and growth.

Approach

Principia’s proprietary market demand analyses were utilized to identify total market size, concentration of demand within each region, and specific high-growth areas. Overall results were segmented by railing material and market including single family and multifamily, as well as new construction vs. repair and remodel. In addition, the analysis revealed the best locations within the selected region to staff and focus market development personnel.


Outcome

The Client strengthened its sales focus and resources and developed $12 million in new sales within 18 months of entering one target region.

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