ASC Strategic Market Growth Program: Tools, Resources and Market Intelligence
(based on the 2003-2005 Building the Industry Initiative)

NOW AVAILABLE TO THE INDUSTRY-AT-LARGE
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BACKGROUND:  The Building the Industry (BTI) initiative was a comprehensive research project designed to increase the market size for structural adhesives/sealants by identifying and developing opportunities to replace other types of incumbent fasteners (including mechanical fasteners, welding, soldering). The two-year program (2003-2005) uncovered existing perceptions (and misperceptions) espoused by designers, engineers and other end-users, and provided specific tools that can be used internally to help drive new business plans. In fact, the BTI program identified 19 target market segments with an aggregate potential for $1.7 billion in new business opportunities with only modest developments in adhesive technology. The BTI project produced not only a wealth of raw data helpful to companies looking to broaden their customer base within those industry segments, but also a host of extremely useful tools to accomplish that goal.

Previously only available to coalition members, the ASC has recently released these project deliverables to the industry-at-large. This incredible resource—based on years of detailed research—has been broken into segments and priced individually to permit flexibility. Purchase only the tools/information needed for your specific business. 

Focus Group Research
Core Market Research by Market Segment
Value Chain Analysis by Market Segment
Comparative Cost Model Tool
Order Form

Focus Group Research ($500)

SAMPLE:  Focus Group
Eight focus groups (seven in-person and one telephone) were conducted in summer 2003 to gain insights into the decision process used by engineers, designers and architects in selecting fastening methods. Key learning objectives included:

• Obtaining perceptions and usage of structural adhesives across various industries
• Understanding the decision-making process as to how fastening techniques are selected
• Determining any unmet needs pertaining to fasteners
• Comparing design factors of adhesive fasteners with mechanical fasteners

Core Market Research by Market Segment ($1,000 per segment)

SAMPLE:  Prefabricated Metal Buildings
To better understand opportunities to replace mechanical fasteners with adhesives/sealants, market research was conducted across 19 different market sub-segments (listed below) in 2004. For each sub-segment, the Core Market Research deliverable consists of an Excel spreadsheet that contains detailed information on:

a) market size of incumbent fastening technologies
b) industry overview including trends (societal, technological, economical, environmental, political)
c) major bonding applications with unmet needs and challenges identified
d) capability assessment for adhesives/sealants
e) a competitive landscape analysis including Porter's "Five Forces"

Building & Construction Market Segment

• Framing Contractors
• Multi-Family Housing
• New Housing Operative Builders
• Residential Remodelers
• Single Family Housing

Automotive/Transportation Market Segment

• Aircraft Landing Gear Assembly
• Aircraft Structural Tail Components
• Automotive Assembly
• Automotive Forward Lighting
• Civilian Aircraft Assembly
• Heavy Duty Truck Assembly
• Military Aircraft Assembly

Industrial Market Segment

• Fabricated Metal Structures
• Farm, Garden & Lawn Equipment
• Laundry Appliances
• Manufactured Plastics
• Metal Door and Window
• Prefabricated Metal Buildings
• Sheet Metal Work

Value Chain Analysis by Market Segment ($1,500 per segment)

SAMPLE:  Aircraft Landing Gear
This deliverable includes an analysis of a market sub-segment’s value chain, factors underlying the fastening decision-making process, relevant performance requirements and test methods, unmet customer needs, drivers, trends and suggested segment strategies to replace mechanical fasteners with adhesives/sealants. Analyses have been prepared for the following:

Building/Construction

• Finishing Carpentry Contractors
• Multi-Family Housing Contractors
• Residential Remodelers
• Single Family Housing (Operative Builders, Non-Operative Builders)

Automotive/Transportation

• Aircraft Landing Gear
• Aircraft Tail Sections
• Automotive Assembly (North American Auto & Light Truck)
• Automotive Forward Lighting
• Commercial & Military Airframes
• Truck & Bus (North American Medium and Heavy Duty Truck, Bus, Coach)

Industrial

• Fabricated Structural Metal
• Farm, Garden & Lawn Equipment
• Laundry Appliances
• Manufactured Plastics
• Metal Doors & Windows
• Prefabricated Metal Buildings
• Sheet Metal Work

Comparative Cost Model Tool ($2,500)

SAMPLE:  Cost Model User’s Guide
This tool compares the cost of joining components or their sub-assemblies together by adhesives, mechanical fasteners or welding. The model is designed to capture costs in a production line environment, but can be used for other production environments. It can also be manipulated to capture various non-production environments, such as onsite construction. The deliverable consists of customizable Excel spreadsheet and User’s Guide.

The cost model can be used at either the strategic level to understand the cost of a particular technique throughout an industry application, or at the customer level as a way to show how adhesives compare to either mechanical fastening or welding in use now.  It is not meant to be a salesperson tool due to its complexity.

The real attraction of this model is it forces manufacturers and customers to examine and think through cost drivers of competing joining/bonding processes, something that few customers currently measure or understand.

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Questions? Contact Malinda Armstrong at (301) 986-9700 ext. 106.