by Kristen Pieffer
September 16, 2025
Expanding into a new market isn’t just a business decision – it’s a high-stakes move that demands clarity. At Freedonia Strategic Insights, we equip companies with intelligence that turns uncertainty into opportunity. See how one global manufacturer used our research to confidently chart a bold new course.
Thinking about expanding into a new market? It’s a big step – and one you don’t want to take blindly. Whether it’s entering a new product category or a new region, the right research can be the difference between a strategic leap forward and a costly misstep.
At Freedonia Strategic Insights, we help businesses move with confidence. Our market entry assessments don’t just size the opportunity – they uncover the competitive dynamics, buyer behaviors, regulatory pressures, and technology shifts that shape it. The result? A crystal-clear picture of the landscape you’re stepping into.
Let’s take a look at how one client used this approach to evaluate a bold new move.
A leading industrial component manufacturer saw an opportunity: expanding into the aerial work platform (AWP) industry – a fast-evolving sector with global reach and strong growth drivers. But before committing to a new business direction, they needed answers.
The client was asking some big questions:
🚩 Is this market the right fit? What’s the size of the opportunity, and is it sustainable?
🚩 What’s happening globally and regionally? Where’s the growth coming from, and how do regional dynamics differ?
🚩 What do buyers care about? Which factors drive purchasing decisions among top AWP OEMs?
🚩 Who are the key players? Who dominates the space today, and who could we partner with – or compete against?
🚩 What are the wild cards? What regulations or technologies could reshape the market in the years ahead?
Freedonia deployed a multi-faceted research plan to give the client a full-market view:
🔹 Market Sizing & Forecasts – Delivered detailed production estimates and five-year forecasts at both global and regional levels.
🔹 OEM Profiles – Analyzed the leading aerial work platform manufacturers, their market shares and product strategies.
🔹 Purchasing Behavior – Mapped the decision-making process of AWP OEMs and the criteria they prioritize when selecting suppliers.
🔹 Regulatory & Tech Trends – Identified environmental regulations, safety mandates, and the rise of automation and electrification.
🔹 Competitive Landscape – Profiled potential competitors and suppliers to highlight differentiation opportunities.
Thanks to Freedonia’s in-depth research, our client:
✅ Gained a data-backed perspective on market viability.
✅ Identified the regions and product types offering the most potential.
✅ Understood how AWP OEMs choose suppliers – and where they could win.
✅ Clarified the risks and opportunities posed by regulatory and technology trends.
✅ Walked away with a clear strategy for entering the AWP market with purpose.
New market entry can feel like a leap – but with the right research, it’s a strategic step forward. Freedonia’s market assessments give companies the intelligence they need to enter with clarity, avoid pitfalls, and position themselves for success from day one.
Thinking about expanding into new territory? Let’s chart the path together. Check out our full capabilities on our website, follow us on LinkedIn, or schedule a quick consultation with our team.
About the Author: Kristen Pieffer is a Project Manager at Freedonia Strategic Insights with nearly a decade of experience delivering market and competitive analysis across diverse industrial sectors. She combines engineering and marketing expertise to guide clients on market potential, product positioning and strategic growth opportunities.
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