Internship Global Productmapping
As a developer and manufacturer of press-brake tool holders and tooling, WILA’s success is largely dependent on the some key players in the market. However, there are also some emerging markets which may become more relevant to WILA (southern
Europe/Turkey, India, Asia), which makes marketing and product targeting challenging more than ever before. The last couple of years, among other market trends, WILA sees a market wide increasing need for tailored products. Especially due to recent events
(COVID ’19), WILA customers are very aware what to buy (want good value for money, and compare product prices with competitors), and become more and more cautious in general. In a perfect world, WILA’s vision is to manufacture for each press-brake its own tailored product, which perfectly matches the customer’s needs. Realistically, especially from a WILA manufacturing point of view, that approach seems not feasible. Fact: to
remain competitive in this market, WILA must keep up with the needy customers to withstand the current market decrease, and later on benefit when the market has recovered.
Goal of internship:
Develop a product-market mapping methodology to help WILA to target and market existing products / NPI, and proof its value.
* Analysis: Get a clear view on current and future customer groups and needs. Analyze the market and customers. Identify trends, opportunities and threats.
* Methodology: Make use of product-market mapping methodologies (theory, scientific research), which lead into a WILA product-market framework, which can be used to target current products or give focus to NPI.
* Execution: Based on the research methodology: An in-depth case-study of only must proof the validity of the product-market framework. Advise, based on the case-study outcome, what product targeting and/or NPI is needed.
Market analysis, market insights overview; Market mapping framework; case study (product targeting) based market analysis.
Q1/Q2 2021 (~5 / 6 months)