My client - an EU 2.2bn global fiber-based materials company - was suffering from declining market share in its core surgical gowns and drapes market. To recover, it sensed growth potential in a new market segment characterised by particular types of surgical procedures. It asked me to perform a detailed global strategic market assessment of this segment and to help formulate its growth strategy and value-proposition, as well as its execution plan.


In a project lasting less than two months, first, I looked in depth at the demand-side of the gowns and drapes market. I interviewed leading surgeons to learn about current practice and trends in certain procedures and concurrently, built a detailed global picture of procedure-specific volumes, forecasts to 2020, use contexts, risks, infection rates and technology developments. I then mapped onto this a full assessment of competitive and customer strategies and product portfolios, current and forecast geographical market penetration rates and growth-innovation drivers such as total cost of use and single- versus re-usable dynamics. This revealed clear opportunities for improvements in product performance, targeting specific surgical contexts and risks. Next, I shaped these opportunities into a value-proposition and growth strategy for my client to exploit, matched to their technological and production capabilities. Finally, I created strategic capabilty themes and guided my client to specify detailed actions for executing the strategy. 


My client now has a clear strategy and value-proposition along with a full market value justification for shifting resources and developing its market, technological, production and sales capability to address the new, attractive growth segment.