Case Study for Filter Market

Topics: Natural gas, Electricity generation, Coal Pages: 2 (545 words) Published: July 29, 2013
Business situation
Our client is an auto parts manufacturer and is seeking revenue growth opportunities for its struggling filters business. The filters business, named ABC Filters, currently sells oil and air filters for consumer and commercial vehicles. In addition to automotive filters, ABC historically invested in emerging air filter technologies for large, natural gas turbines (GT) used for power generation. The process of combusting natural gas for power generation requires a tremendous amount of air intake (~720,000 ft3 of air every minute of operation) and a turbine may need up to 1,000 intake filters to remove harmful contaminates that erode and foul the turbine’s function. ABC’s R&D investment has recently developed a cartridge-shaped ‘E10’ synthetic filter with a self-cleaning mechanism that significantly reduces turbine cleaning downtime. Unlike other filters sold in the market, the ‘E10’ will allow turbine operators to efficiently generate electricity in harsh operating conditions (excessive heat, high humidity, high pollution, etc.). If launched successfully, ABC will be selling the first ‘E10’ grade gas turbine filter with a self-cleaning mechanism. ABC is also looking at utilizing its filters servicing expertise to provide associated services for ‘E10’ customers. Although our client has high expectations for this technology, they lack deep knowledge of the natural gas power generation filter market. The client has engaged your team to assess the attractiveness of this growth opportunity and provide a market entry strategy should they choose to proceed with the filter launch. The brief for your team involves

1 Market sizing
2 Lay out an approach to size the gas turbine filter market. Calculate the size of the addressable market for the client’s product (i.e., cartridge synthetic filter subsegment) and prioritize geographies based on market attractiveness. 3 Identify macro/micro trends that could influence the gas turbine...
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