Case Study
The Analytical Roadmap for a Leading Kiwi Leisure Brand's Australian Venture
Introduction
Profile
The market leader of New Zealand’s outdoor leisure industry, riding high on innovation and unparalleled product quality.
Objective
With sights set on Australia, and a strategic pivot towards a D2C approach, the need arose for a meticulous market-entry strategy in Sydney, targeting the top 3 retail locations.
Industry
Leisure
D2C & B2B
Business Size
$50 Million NZD
Type Of Work
Bespoke Strategic Project
Challenge
Information Blackout
The leadership had a limited view of the vast Australian market, restricted to B2B sell-in data.
Vision-Resource Void
Possessing only New Zealand's store performance info, the team grappled with formulating a comparative benchmark for prospective Sydney operations.
Solution
An Analytical Masterstroke
A custom-designed, holistic market prioritisation model was developed, leveraging both geo-spatial analytics and store performance forecasting. This model meticulously amalgamated a plethora of external datasets (including demographics, affluence metrics, and property data) with vital internal data (like product sell-through, P&L, and sell-in).
Benchmarking & Forecasting
The mammoth datasets, containing over 50 million rows, were distilled to gauge the market's pulse. New Zealand's store and catchment data became the cornerstone for an in-depth comparative analysis, culminating in a robust financial projection for the proposed Sydney sites.
Visualisation
To drive the message home, the data was transformed into an intuitive, interactive dashboard, complemented by detailed 3D mapping.
Results
Board’s Thumbs Up
The comprehensive presentation garnered unanimous praise from both the board and senior leadership. With empirical insights at their disposal, the decision-makers greenlit the proposed locations for subsequent planning and the launch of product trials.
50
m
+
Extensive breadth and depth of data utilised.
Capability developed for the entire Australian market.
Conclusion
A Template For Expansion
Awed by the analytical prowess and the granularity of insights, the top brass has commissioned similar deep dives for additional Australian cities and regions, laying the foundation for an expansive retail footprint.
Long Term Plan
Market Strategy
Customer Strategy
Product / Service Strategy
Bespoke Strategy Projects
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