Initial situation:
The subject of the assignment was to conduct a market analysis on sheep's wool (hereinafter referred to as “sheep's wool”) in Germany. The aim was to identify current and potential applications and markets for sheep's wool, including the structural barriers that stand in the way of (further) market development. The cost situation, the supplier side, the requirements of the customers, and the ecological implications had to be analyzed. Based on this, promising future markets and recommendations for action were to be derived. The overarching goal of the analysis was to identify potential opportunities for more extensive utilization of domestic sheep wool with the highest possible added value at all stages—including the producer stage—in existing and potential markets and to highlight ways in which these opportunities could be exploited.
Procedure:
Both qualitative and quantitative methods were used for the market analysis. Expert interviews and workshops were conducted to gain insights into current practices, challenges, and potential. A total of 40 interviews were conducted, featuring open-ended and semi-structured questions. Topics included the use of sheep's wool, value chains, and pricing models. In addition, qualitative information was gathered from specialist literature and quantitative data was collected through surveys. The surveys helped to assess the potential and demand situation for sheep's wool, with 103 complete responses from producers recorded.
Result:
The results of our market analysis provide valuable insights into the current state of the markets already mentioned, as well as potential new sales areas. By examining micro- and macroeconomic factors, we not only took a detailed look at existing markets, but also evaluated new ones. Based on this comprehensive analysis, we have derived specific recommendations for action that facilitate entry into new markets and support the development of exploitation strategies. This enables us to lay the foundation for informed decisions and long-term growth opportunities.
