The project required desk and primary research, involving intensive interviews in 11 countries.

• Stage 1 - screening all potential countries for this category of equipment, which is primarily suitable for developing markets. 40 countries were selected and narrowed down to 11 potential makets in Africa, the Middle East and Latin America.
• Stage 2 - detailed profiles of the countries were developed.  Executive and telephone interviews were conducted with over 120 purchase and operational decision makers.

We analysed and assembled the data into coherent patterns to develop a gap analysis. Priorities were established and go-to-market recommendations produced, including a channel strategy.