Go-to-Market Strategy for European Logistics Company
The Challenge
A major European logistics company sought to expand their presence in the offshore wind sector, aiming to broaden their scope and extend operations beyond their home markets. Their primary focus was on balance-of-plant project logistics, which they considered a crucial area for growth. The client required assistance in identifying, analyzing, and assessing immediate growth opportunities, as well as developing a strategic approach to effectively target these business prospects.
Our Approach
Where to Play: Market Segmentation
To craft a strategic expansion plan for our client in offshore wind, Green Ducklings began with an in-depth mapping of logistics across the offshore wind value chain. We then conducted a detailed analysis of the competitive landscape to identify competitors who had successfully navigated similar transitions. By studying their paths, we gained insights into various logistics segments that presented promising opportunities for our client.
Each identified market segment was subsequently analyzed in terms of its attractiveness for the client. This involved identifying key potential customers for each segment, mapping out contracting structures, and assessing market opportunities.
Working closely with our client, we facilitated interactive workshops to collaboratively downselect and prioritize the most promising market segments.
How to Win: Drafting a Winning Value Proposition
With a clear understanding of market segments, Green Ducklings conducted a comprehensive assessment of the client’s organizational capabilities. We compared these capabilities to a detailed analysis of customer needs, pinpointing areas where the client would need to enhance their strengths to better align with market demands.
Based on these insights, we provided guidance on how to address each customer segment with a tailored value proposition.
From Strategy to Action: Developing an Implementation Plan
To support the client in executing the new strategy and tailored value propositions, we developed a concrete roadmap and provided a detailed action plan. This plan outlined steps for enhancing internal resources, engaging with core clients, and effectively positioning the client within the offshore wind market.
Outcome
With Green Ducklings' support, the client is now prepared to engage confidently with offshore wind clients, equipped with a clear strategic direction and a thorough understanding of the industry.
Since implementing the strategy, the client has successfully initiated the first collaborative dialogues with logistics partners, EPCI contractors, and developers.
This case highlights our ability to guide supply chain companies into the complex offshore wind market and to drive strategic shifts through data-driven insights and tailored advice.
