Market Entry Defence
New opportunities. New markets. With the right strategy.
Many industrial companies possess technologies, products and industrial capabilities that could also be utilised in the defence industry. However, a technology that is fundamentally suitable does not in itself guarantee a successful defence business.
The defence market operates according to its own rules: existing programmes often have established supplier structures, qualified components and technical solutions defined for the long term. Opportunities for new suppliers arise particularly in connection with new programmes, product generations and modernisation projects – but also in the event of supply chain bottlenecks, obsolescence or targeted substitution.
What is therefore crucial is not merely technical capabilities and available capacity, but access to a genuinely relevant market, early-stage ‘design-in’ opportunities and a compelling competitive advantage: why should a defence customer choose this particular company?
ACTRANS supports industrial companies in identifying their realistic market opportunities, developing a distinctive ‘right to win’ and opening up suitable pathways into the defence industry. In addition to direct market access, we also consider technology partnerships, joint development projects, acquisitions and international collaborations, as well as international markets.
Our Services
- Capabilities analysis and defence potential
- Relevant market, design-in and right to win
- Market entry strategy and alternative routes to market
- Market access, implementation and scaling
Project Example
From Automotive to Defence
Entry into the Defense Industry by a German Industrial Company
Problem Statement
A German industrial company operating in the automotive sector was investigating whether its existing technological and industrial expertise could be utilised in the defence market. The key challenge was to go beyond assessing basic technical suitability to identify actually accessible market segments, potential design-in opportunities and robust competitive advantages, as well as to evaluate alternative market entry strategies.
Activities
- Analysis of existing technologies, products and industrial capabilities with regard to their relevance to the defence sector
- Assessment of relevant market segments, customer requirements, programme access and competitive structures
- Development of potential market positioning strategies and assessment of the company’s specific ‘right to win’
- Examination of direct and alternative market entry routes, and identification of potential customers and industry partners
- Formulation of prioritised areas for action and a structured approach for further decision-making
Results
- Clarity regarding potentially attractive and accessible defence market segments, as well as the limitations of transferring existing capabilities
- Strategic options for action with a differentiated positioning and clear requirements for the ‘right to win’
- A prioritised implementation roadmap, including potential approaches to customers and partners, to serve as a basis for decision-making
Your Contact Person
Dr. Mike Körner
Partner