How to conduct a market analysis

How to conduct the market

analysis and working group

Prof. Donato Bedin

Coordination team PP1

Verona, 5 December 2011

The Market Analysis on industry and commerce sectors (heating and cooling intensive use sectors-HCIU)

The market analysis will address sectors with intensive use of energy like:

industry: food, textile, metal processing, brick, ceramics,…..

commerce: shopping malls, directional centers, spa, leisure and water parks,…..

others: waste plant, green house, livestock, ……

The Market Analysis on industry and commerce sectors

The market analysis:

has to be made in five regions:Veneto (I)-Upper Austria (A)-Stara Zagora (BG)- Trnava (SLK)-Brandeburg (D);

it will involve 2-3 industrial areas for each of the 5 regions, which require large quantity of energy for buildings and processes.

The Market Analysis on industry and commerce sectors (heating and cooling intensive use sectors-HCIU)

It would be useful,

in order to follow a common approach for the market analysis,

to go through these steps

Suggested steps:

A. examination of the consumption of electricity for industrial sector at regional and provincial level;

B. examination of the consumption of natural gas at regional and provincial level;

C. selection of the province and then of the industrial sector where to concentrate the market analysis;

D. drafting of the market analysis.

A practical example...

1. Examination of the consumption of electricity for

industrial sector at regional and provincial level

In Italy, statistical publications are reported by Terna

SpA (National Electricity Operator) about electricity

consumption by region and industry sector and then by

province.

Regional Level…

…and Province

2. Examination of the consumption of natural gas for

industrial sector at regional and provincial level

In Italy, statistical publications are reported by Minitery for the economical development about natural gas

consumption by region and industry sector and then by

province

At province level

(Milion of std m3 of 38,1 MJ – 2010)

3. Selection of the province and the industrial sector where to concentrate the market analysis

As the previous table shows, the province of Verona is characterized by hight consumption of electricity and natural gas and this high use of energy is due primarly to the food sector

4. How to complement the selection of the target sector of investigation with additional local details

The analysis appointed to the sector of “FOOD” in Verona province will be enriched with additional concern about the sub-urban industrial concentration of industries in agro-Bossano - Conzorzio ZAI (VR).

5. Drafting of the market analysis in sector “FOOD” in Verona province

Aims of the analysis:

Checking the energy cosumption «pie» of the subsector (under investigation) differentiated as : electricity, natural gas, gas oil;

deriving a reliable indicator of energy consumption ( energy intensity) for the sub-sector measured as:

Tep/€;

Tep/unit of product;

Tep(or KWh )/employee;

checking the presence of local RES investments;

exploring the attention of these companies for the RES and their intention to make such investments in the short term.

5. Drafting of the market analysis in sector “FOOD” in Verona province

Tools and procedure for the analysis:

preparetion of a questionair suitable for satisfying the initial aims of the analysis;

sending of the questionair to the SMEs of Verona «FOOD» sector by the Association of Verona Industries;

follow up contacts and elaboration of collected data;

creation of focus groups with representative people of the sector under analysis (2 Focus group minimum 7 participants) to look for comparisons on the conclusion drawn from the data collected through questionnaires and for identifying key perceptions and awareness on the issues of GBE-Factory;

elaboration of the final report which shows the data representative of the sector and the potential for investment in RES.

6. Additional details about the sub-urban industrial area in agro-Bossano - Consorzio ZAI (VR)

In addition to the results of Verona FOOD market analysis further information will be searched in the sub-urban industrial area in agro-Bossano - Conzorzio ZAI (VR) in order to:

Exploring the presence of existing and potential GBE FACTORY companies belonging to other sectors;

Checking for potential business leaders GBE FACTORY.

6. Additional details about the sub-urban industrial area in agro-Bossano - Conzorzio ZAI (VR)

Tools and procedure for the analysis in Agro -Bossano:

collection of local companies data from ZAI consortium;

direct meetings at the companies with leadership roles in the area;

creation of focus groups with representative company people (at least 1 focus group, minimum 7 participants) for identifying key perceptions and awareness on the issues of GBE-Factory and involvement of first testimonials;

elaboration of the final report which shows the data representative of the industry area and the potential for investment in RES.

Thank you for your kind attention