Brand Name: Gyro
Product/Service Type or Description: Manufacturing

Overview:
Equipped Skate Manufacturer to Strategically Evaluate and Enter the U.S. Market.

An in-line skate manufacturer, Gyro looked to expand its operations into the U.S. market. MZI Global worked with the manufacturer to conduct a market audit-examining each segment served, market size, forecasted growth, current sales, and distribution structure-to evaluate expansion plans. MZI Global interview distributors and retailers to assess the potential of the market and conducted competitive analysis to generate a comparative study of the manufacturer’s position in relation to existing marketing players. MZI Global’s analysis served as the foundation of the manufacturer’s expansion decision.

Situation Analysis:

• Gyro wanted to expand into U.S. market
• Needed to be equipped with knowledge of competitors, resources and potential customers

Client Challenges:

• Identification of underserved markets, niches, and target audiences in order to offset the decrease in mainstream participation and popularity decline of in-line skating in the U.S.
• Evaluation of market potential and company’s relative position for the facilitation of expansion decision
• Detection of strategic marketing and promotional recommendations necessary to assess the total investment required for U.S. expansion

• Identify potential niche markets through detailed market analysis and participant surveys
• Utilize MZI Global’s Ethnosynergism™ research methodologies to identify and analyze potential targets and assess adoption and participation rates
• Evaluate client’s relative position in the U.S. market by conducting industry and competitive analysis
• Develop strategic recommendations to aid client evaluation of U.S. market entry using Ethnosynergism™ methodology
• Conduct one-on-one interviews with distributors and retailers to acquire in-depth industry and relevant market data

• Provided the manufacturer with a detailed portrait of the current marketed
• Identified key competitors, major market and category trends, and niche and emerging target audiences
• Enabled client executives to strategically evaluate the U.S. market potential prior to expansion