Glass Curtain Wall Market Report, Global Industry Analysis, Market Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2023 - 2030

  • Published Date: Jan, 2024
  • Report ID: CR0208341
  • Format: Electronic (PDF)
  • Number of Pages: 182
  • Author(s): Joshi, Madhavi

Report Overview

The Glass Curtain Wall Market size was estimated at USD 65 billion in 2023 and is projected to reach USD 95 billion by 2030, exhibiting a compound annual growth rate (CAGR) of 5.80% during the forecast period (2024-2030).

Glass Curtain Wall Market

(Market Size)
$65 billion
$95 billion
2023
2030
Source: Citius Research
Study Period 2018 - 2030
Base Year For Estimation 2023
Forecast Data Period 2024 - 2030
CAGR (2024-2030) 5.80%
2023 Market Size USD 65 billion
2030 Market Size USD 95 billion
Key Players Permasteelisa, Yuanda China, Oldcastle BuildingEnvelope, Kawneer, Harmon

Market Summary

The glass curtain wall market is a critical segment within the broader construction and manufacturing industries, characterized by the use of non-structural outer building coverings made predominantly of glass and aluminum frameworks. These systems are engineered to resist air and water infiltration, absorb wind and seismic forces, and support their own dead load weight while transferring other loads to the primary building structure. The market is driven by the global surge in commercial and high-rise residential construction, particularly in urban centers seeking modern, aesthetically pleasing architectural designs. Key industry participants include major glazing and facade specialists who collaborate with architects and developers to deliver innovative solutions. The demand is further amplified by the growing emphasis on sustainable building practices, leading to the integration of energy-efficient glass and smart technologies that enhance thermal performance and occupant comfort. The market is highly competitive, with continuous advancements in materials and installation techniques shaping its evolution.

Key Highlights

The glass curtain wall market is distinguished by several pivotal developments. A significant trend is the increasing adoption of unitized curtain wall systems, which are prefabricated off-site, allowing for faster installation, improved quality control, and reduced on-site labor costs compared to traditional stick-built systems. Another highlight is the integration of advanced glass technologies, such as double and triple glazing with low-emissivity coatings and argon gas fills, which significantly improve a building's energy efficiency by minimizing heat transfer. Furthermore, the rise of smart buildings has propelled the demand for dynamic glazing, like electrochromic glass, which can alter its tint to control solar heat gain and glare automatically. The market is also witnessing a growing preference for custom-designed and complex geometric facades, pushing engineering and manufacturing capabilities to new limits. Sustainability certifications, such as LEED and BREEAM, are increasingly influencing material selection and system design, making environmental performance a core competitive differentiator.

Drivers, Opportunities & Restraints

The growth of the glass curtain wall market is primarily driven by rapid urbanization and the concurrent boom in the construction of commercial spaces like office towers, shopping malls, and hotels, which extensively utilize these facades for their modern appeal and natural lighting benefits. Government investments in public infrastructure and the revitalization of urban landscapes present substantial opportunities for market expansion. The increasing consumer and regulatory focus on green buildings opens avenues for high-performance, energy-saving curtain wall systems. However, the market faces significant restraints, including the high initial cost of advanced glazing and specialized installation, which can be prohibitive for some projects. The complexity of design and engineering for large-scale installations requires highly skilled labor, which can sometimes be in short supply. Fluctuations in raw material prices, particularly for aluminum and specialized glass, also pose a challenge to cost stability and project budgeting for manufacturers and contractors.

Concentration Insights

The competitive landscape of the glass curtain wall market features a mix of large multinational corporations and specialized regional players. The market concentration is relatively high, with a few dominant players holding significant shares due to their extensive project portfolios, global reach, and advanced technological capabilities. These leading companies, such as Permasteelisa Group, Harmon Inc., and Enclos Corp, often secure contracts for iconic skyscrapers and large commercial complexes worldwide. They compete on the basis of engineering expertise, project management, innovation, and the ability to deliver complex, custom-designed solutions. Alongside these giants, numerous mid-sized and smaller firms thrive by catering to regional markets or specializing in specific types of projects or retrofit activities. The industry is also characterized by strategic partnerships and acquisitions, as larger entities seek to expand their geographical footprint and technological portfolio to maintain a competitive edge in a project-driven business environment.

Type Insights

Glass curtain wall systems are primarily categorized into two main types: stick and unitized. The stick system is a traditional method where the vertical mullions (sticks) and horizontal rails are assembled piece by piece on the building's structural frame at the construction site. This method offers flexibility for complex designs and is often chosen for low to mid-rise buildings or projects with unique geometries; however, it is more labor-intensive and weather-dependent. The unitized system involves factory-assembled panels that include the glass, frame, and other components. These large pre-glazed units are then shipped to the site and hung from the building's structure, resulting in a much faster installation process, superior quality control, and enhanced weather-tightness. Unitized systems are predominantly favored for high-rise construction due to their efficiency and performance benefits, despite typically having a higher initial material cost than stick systems.

Application Insights

The application of glass curtain walls is diverse, spanning various sectors of the construction industry. The commercial segment is the largest adopter, extensively using these systems for corporate office buildings, retail centers, and hotels to create impressive, light-filled atriums and facades that enhance brand image and occupant experience. The residential segment, particularly high-end apartments and luxury high-rose condominiums, is a rapidly growing application area, driven by the desire for panoramic views and abundant natural light. Institutional applications are also significant, with universities, hospitals, and museums employing curtain walls to achieve a modern aesthetic and create open, inviting environments. Furthermore, the transportation sector utilizes these systems in airports and train stations to design vast, transparent spaces that improve passenger flow and orientation. Each application has unique performance requirements, influencing the selection of glass types, framing materials, and overall system design.

Regional Insights

The demand for glass curtain walls exhibits strong regional variation influenced by economic development, construction activity, and climatic conditions. The Asia-Pacific region stands as the largest and fastest-growing market, fueled by massive urbanization projects, economic growth, and extensive investments in infrastructure and commercial real estate in countries like China, India, and Southeast Asian nations. North America and Europe represent mature markets characterized by a high volume of commercial retrofits, renovations, and new constructions that emphasize energy efficiency and aesthetic upgrades. Stringent building codes and sustainability standards in these regions drive innovation in high-performance glazing. The Middle East is another prominent market, renowned for its iconic skylines featuring some of the world's tallest buildings, where advanced curtain wall systems are essential for managing extreme solar heat gain. Emerging economies in Latin America and Africa are also showing increasing adoption as their urban centers develop.

Company Insights

The glass curtain wall market is served by a cohort of specialized engineering and manufacturing firms. Prominent global players include Permasteelisa Group, a leader with a vast portfolio of landmark projects and a strong focus on complex facades. Harmon Inc. is another key competitor, known for its comprehensive glazing services and large-scale installation expertise. Enclos Corp is recognized for its advanced facade technology and integration capabilities. Other significant contributors include Yuanda China, which has a massive manufacturing base and global project presence, and Kawneer, a major supplier of aluminum framing systems essential for curtain wall construction. These companies compete through continuous investment in research and development to create lighter, stronger, and more energy-efficient systems. They also differentiate themselves with robust project management, global logistics, and the ability to provide full-service solutions from design and engineering to fabrication and installation.

Recent Developments

The glass curtain wall industry is continuously evolving with recent developments focused on sustainability, digitalization, and enhanced performance. A major trend is the increased integration of Building Integrated Photovoltaics (BIPV), where solar cells are embedded within the curtain wall glass to generate renewable energy for the building, turning the facade into an active power generator. The adoption of digital tools like Building Information Modeling (BIM) has become standard, allowing for precise design, clash detection, and streamlined collaboration among architects, engineers, and contractors before fabrication begins, reducing errors and delays. Furthermore, advancements in materials science have led to the development of smarter, more responsive glass, such as photovoltaic glass and improved dynamic glazing. Companies are also investing in automated and robotic fabrication techniques to enhance precision and efficiency in manufacturing the complex components required for modern, custom facades.

Report Segmentation

This comprehensive market research report on the glass curtain wall industry provides a detailed analysis segmented to offer granular insights. The segmentation is structured by type, distinguishing between stick-built and unitized systems, analyzing the adoption trends, advantages, and market share for each. It is further segmented by application, covering commercial, residential, and institutional construction sectors to identify growth areas and specific demands within each. The report also includes a thorough regional breakdown, examining market dynamics, growth patterns, and key projects in North America, Europe, Asia-Pacific, and the rest of the world. An additional segmentation may focus on material type, analyzing the use of different glass varieties like tempered, laminated, or insulated glass units and framing materials such as aluminum, steel, or composites. This multi-faceted approach allows stakeholders to understand specific niches and opportunities within the broader market landscape.

FAQs

What is a glass curtain wall? A glass curtain wall is a non-structural outer building envelope, typically made from a lightweight aluminum frame filled with glass panels. It is designed to keep weather out and occupants in, while allowing for natural light and views.

What are the benefits of a curtain wall? Key benefits include abundant daylighting, which reduces artificial lighting needs; modern aesthetic appeal; the ability to create unique architectural designs; and improved occupant well-being through connection to the outdoors. Modern systems also offer high energy efficiency.

How much does a glass curtain wall cost? The cost is highly variable and depends on the system type (unitized vs. stick), the complexity of design, the type of glass and framing used, the project's size and height, and regional labor rates. It represents a significant portion of a building's exterior budget.

How is a curtain wall installed? Installation methods differ. Stick systems involve assembling millions and rails on-site before installing glass infill panels. Unitized systems involve hanging large, pre-assembled factory-glazed panels directly onto the building's structure, which is generally faster.

What is the difference between a window wall and a curtain wall? A key difference is structural support. A curtain wall is structurally independent and transfers its weight and loads back to the primary building structure, often spanning multiple floors. A window wall is installed within the opening between floors and is supported by the slab below and above.

Are glass curtain walls sustainable? Yes, modern glass curtain walls can be highly sustainable. Through the use of low-E coatings, double or triple glazing, and thermal breaks in frames, they significantly improve a building's energy performance by reducing heat loss in winter and heat gain in summer, contributing to green building certifications.

Citius Research has developed a research report titled “Glass Curtain Wall Market Report - Global Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030” delivering key insights regarding business intelligence and providing concrete business strategies to clients in the form of a detailed syndicated report. The report details out the factors such as business environment, industry trend, growth opportunities, competition, pricing, global and regional market analysis, and other market related factors.

Details included in the report for the years 2024 through 2030

• Glass Curtain Wall Market Potential
• Segment-wise breakup
• Compounded annual growth rate (CAGR) for the next 6 years
• Key customers and their preferences
• Market share of major players and their competitive strength
• Existing competition in the market
• Price trend analysis
• Key trend analysis
• Market entry strategies
• Market opportunity insights

The report focuses on the drivers, restraints, opportunities, and challenges in the market based on various factors geographically. Further, key players, major collaborations, merger & acquisitions along with trending innovation and business policies are reviewed in the report. The Glass Curtain Wall Market report is segmented on the basis of various market segments and their analysis, both in terms of value and volume, for each region for the period under consideration.

Glass Curtain Wall Market Segmentation

Market Segmentation

Regions Covered

• North America
• Latin America
• Europe
• MENA
• Asia Pacific
• Sub-Saharan Africa and
• Australasia

Glass Curtain Wall Market Analysis

The report covers below mentioned analysis, but is not limited to:

• Overview of Glass Curtain Wall Market
• Research Methodology
• Executive Summary
• Market Dynamics of Glass Curtain Wall Market
  • Driving Factors
  • Restraints
  • Opportunities
• Global Market Status and Forecast by Segment A
• Global Market Status and Forecast by Segment B
• Global Market Status and Forecast by Segment C
• Global Market Status and Forecast by Regions
• Upstream and Downstream Market Analysis of Glass Curtain Wall Market
• Cost and Gross Margin Analysis of Glass Curtain Wall Market
• Glass Curtain Wall Market Report - Global Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030
  • Competition Landscape
  • Market Share of Major Players
• Key Recommendations

The “Glass Curtain Wall Market Report - Global Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030” report helps the clients to take business decisions and to understand strategies of major players in the industry. The report delivers the market driven results supported by a mix of primary and secondary research. The report provides the results triangulated through authentic sources and upon conducting thorough primary interviews with the industry experts. The report includes the results on the areas where the client can focus and create point of parity and develop a competitive edge, based on real-time data results.

Glass Curtain Wall Market Key Stakeholders

Below are the key stakeholders for the Glass Curtain Wall Market:

• Manufacturers
• Distributors/Traders/Wholesalers
• Material/Component Manufacturers
• Industry Associations
• Downstream vendors

Glass Curtain Wall Market Report Scope

Report AttributeDetails
Base year2023
Historical data2018 – 2023
Forecast2024 - 2030
CAGR2024 - 2030
Quantitative UnitsValue (USD Million)
Report coverageRevenue Forecast, Competitive Landscape, Growth Factors, Trends and Strategies. Customized report options available on request
Segments coveredProduct type, technology, application, geography
Regions coveredNorth America, Latin America, Europe, MENA, Asia Pacific, Sub-Saharan Africa and Australasia
Countries coveredUS, UK, China, Japan, Germany, India, France, Brazil, Italy, Canada, Russia, South Korea, Australia, Spain, Mexico and others
Customization scopeAvailable on request
PricingVarious purchase options available as per your research needs. Discounts available on request

COVID-19 Impact Analysis

Like most other markets, the outbreak of COVID-19 had an unfavorable impact on the Glass Curtain Wall Market worldwide. This report discusses in detail the disruptions experienced by the market, the impact on flow of raw materials, manufacturing operations, production trends, consumer demand and the projected future of this market post pandemic.

The report has helped our clients:

• To describe and forecast the Glass Curtain Wall Market size, on the basis of various segmentations and geography, in terms of value and volume
• To measure the changing needs of customers/industries
• To provide detailed information regarding the drivers, restraints, opportunities, and challenges influencing the growth of the market
• To gain competitive intelligence and uncover new opportunities
• To analyse opportunities in the market for stakeholders by identifying high-growth segments in Glass Curtain Wall Market
• To strategically profile key players and provide details of the current competitive landscape
• To analyse strategic approaches adopted by players in the market, such as product launches and developments, acquisitions, collaborations, contracts, expansions, and partnerships

Report Customization

Citius Research provides free customization of reports as per your need. This report can be personalized to meet your requirements. Get in touch with our sales team, who will guarantee you to get a report that suits your necessities.

Customize This Report

Frequently Asked Questions

The Global Glass Curtain Wall Market size was valued at $XX billion in 2023 and is anticipated to reach $XX billion by 2030 growing at a CAGR of XX%
The global Glass Curtain Wall Market is expected to grow at a CAGR of XX% from 2023 to 2030.
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Table of Contents

Chapter 1. Introduction
  1.1. Market Scope
  1.2. Key Segmentations
  1.3. Research Objective
Chapter 2. Research Methodology & Assumptions
Chapter 3. Executive Summary
Chapter 4. Market Background
  4.1. Dynamics
    4.1.1. Drivers
    4.1.2. Restraints
    4.1.3. Opportunity
    4.1.4. Challenges
  4.2. Key Trends in the Impacting the Market
    4.2.1. Demand & Supply
  4.3. Industry SWOT Analysis
  4.4. Porter’s Five Forces Analysis
  4.5. Value and Supply Chain Analysis
  4.6. Macro-Economic Factors
  4.7. COVID-19 Impact Analysis
    4.7.1. Global and Regional Assessment
  4.8. Profit Margin Analysis
  4.9. Trade Analysis
    4.9.1. Importing Countries
    4.9.2. Exporting Countries
  4.10. Market Entry Strategies
  4.11. Market Assessment (US$ Mn and Units)
Chapter 5. Global Glass Curtain Wall Market Size (US$ Mn and Units), Forecast and Trend Analysis, By Segment A
  5.1. By Segment A, 2024 - 2030
    5.1.1. Sub-Segment A
    5.1.2. Sub-Segment B
  5.2. Opportunity Analysis
Chapter 6. Global Glass Curtain Wall Market Size (US$ Mn and Units), Forecast and Trend Analysis, By Segment B
  6.1. By Segment B, 2024 - 2030
    6.1.1. Sub-Segment A
    6.1.2. Sub-Segment B
  6.2. Opportunity Analysis
Chapter 7. Global Glass Curtain Wall Market Size (US$ Mn and Units), Forecast and Trend Analysis, By Segment C
  7.1. By Segment C, 2024 - 2030
    7.1.1. Sub-Segment A
    7.1.2. Sub-Segment B
  7.2. Opportunity Analysis
Chapter 8. Global Glass Curtain Wall Market Size (US$ Mn and Units), Forecast and Trend Analysis, By Region
  8.1. By Region, 2024 - 2030
    8.1.1. North America
    8.1.2. Latin America
    8.1.3. Europe
    8.1.4. MENA
    8.1.5. Asia Pacific
    8.1.6. Sub-Saharan Africa
    8.1.7. Australasia
  8.2. Opportunity Analysis
Chapter 9. North America Glass Curtain Wall Market Forecast and Trend Analysis
  9.1. Regional Overview
  9.2. Pricing Analysis
  9.3. Key Trends in the Region
    9.3.1. Supply and Demand
  9.4. Demographic Structure
  9.5. By Segment A , 2024 - 2030, (US$ Mn and Units)
    9.5.1. Sub-Segment A
    9.5.2. Sub-Segment B
  9.6. By Segment B, 2024 - 2030, (US$ Mn and Units)
    9.6.1. Sub-Segment A
    9.6.2. Sub-Segment B
  9.7. By Segment C, 2024 - 2030, (US$ Mn and Units)
    9.7.1. Sub-Segment A
    9.7.2. Sub-Segment B
  9.8. By Country, 2024 - 2030, (US$ Mn and Units)
    9.8.1. U.S.
    9.8.2. Canada
    9.8.3. Rest of North America
  9.9. Opportunity Analysis
Chapter 10. Latin America Glass Curtain Wall Market Forecast and Trend Analysis
  10.1. Regional Overview
  10.2. Pricing Analysis
  10.3. Key Trends in the Region
    10.3.1. Supply and Demand
  10.4. Demographic Structure
  10.5. By Segment A , 2024 - 2030, (US$ Mn and Units)
    10.5.1. Sub-Segment A
    10.5.2. Sub-Segment B
  10.6. By Segment B, 2024 - 2030, (US$ Mn and Units)
    10.6.1. Sub-Segment A
    10.6.2. Sub-Segment B
  10.7. By Segment C, 2024 - 2030, (US$ Mn and Units)
    10.7.1. Sub-Segment A
    10.7.2. Sub-Segment B
  10.8. By Country, 2024 - 2030, (US$ Mn and Units)
    10.8.1. Brazil
    10.8.2. Argentina
    10.8.3. Rest of Latin America
  10.9. Opportunity Analysis
Chapter 11. Europe Glass Curtain Wall Market Forecast and Trend Analysis
  11.1. Regional Overview
  11.2. Pricing Analysis
  11.3. Key Trends in the Region
    11.3.1. Supply and Demand
  11.4. Demographic Structure
  11.5. By Segment A , 2024 - 2030, (US$ Mn and Units)
    11.5.1. Sub-Segment A
    11.5.2. Sub-Segment B
  11.6. By Segment B, 2024 - 2030, (US$ Mn and Units)
    11.6.1. Sub-Segment A
    11.6.2. Sub-Segment B
  11.7. By Segment C, 2024 - 2030, (US$ Mn and Units)
    11.7.1. Sub-Segment A
    11.7.2. Sub-Segment B
  11.8. By Country, 2024 - 2030, (US$ Mn and Units)
    11.8.1. UK
    11.8.2. Germany
    11.8.3. France
    11.8.4. Spain
    11.8.5. Rest of Europe
  11.9. Opportunity Analysis
Chapter 12. MENA Glass Curtain Wall Market Forecast and Trend Analysis
  12.1. Regional Overview
  12.2. Pricing Analysis
  12.3. Key Trends in the Region
    12.3.1. Supply and Demand
  12.4. Demographic Structure
  12.5. By Segment A , 2024 - 2030, (US$ Mn and Units)
    12.5.1. Sub-Segment A
    12.5.2. Sub-Segment B
  12.6. By Segment B, 2024 - 2030, (US$ Mn and Units)
    12.6.1. Sub-Segment A
    12.6.2. Sub-Segment B
  12.7. By Segment C, 2024 - 2030, (US$ Mn and Units)
    12.7.1. Sub-Segment A
    12.7.2. Sub-Segment B
  12.8. By Country, 2024 - 2030, (US$ Mn and Units)
    12.8.1. Egypt
    12.8.2. Algeria
    12.8.3. GCC
    12.8.4. Rest of MENA
  12.9. Opportunity Analysis
Chapter 13. Asia Pacific Glass Curtain Wall Market Forecast and Trend Analysis
  13.1. Regional Overview
  13.2. Pricing Analysis
  13.3. Key Trends in the Region
    13.3.1. Supply and Demand
  13.4. Demographic Structure
  13.5. By Segment A , 2024 - 2030, (US$ Mn and Units)
    13.5.1. Sub-Segment A
    13.5.2. Sub-Segment B
  13.6. By Segment B, 2024 - 2030, (US$ Mn and Units)
    13.6.1. Sub-Segment A
    13.6.2. Sub-Segment B
  13.7. By Segment C, 2024 - 2030, (US$ Mn and Units)
    13.7.1. Sub-Segment A
    13.7.2. Sub-Segment B
  13.8. By Country, 2024 - 2030, (US$ Mn and Units)
    13.8.1. India
    13.8.2. China
    13.8.3. Japan
    13.8.4. ASEAN
    13.8.5. Rest of Asia Pacific
  13.9. Opportunity Analysis
Chapter 14. Sub-Saharan Africa Glass Curtain Wall Market Forecast and Trend Analysis
  14.1. Regional Overview
  14.2. Pricing Analysis
  14.3. Key Trends in the Region
    14.3.1. Supply and Demand
  14.4. Demographic Structure
  14.5. By Segment A , 2024 - 2030, (US$ Mn and Units)
    14.5.1. Sub-Segment A
    14.5.2. Sub-Segment B
  14.6. By Segment B, 2024 - 2030, (US$ Mn and Units)
    14.6.1. Sub-Segment A
    14.6.2. Sub-Segment B
  14.7. By Segment C, 2024 - 2030, (US$ Mn and Units)
    14.7.1. Sub-Segment A
    14.7.2. Sub-Segment B
  14.8. By Country, 2024 - 2030, (US$ Mn and Units)
    14.8.1. Ethiopia
    14.8.2. Nigeria
    14.8.3. Rest of Sub-Saharan Africa
  14.9. Opportunity Analysis
Chapter 15. Australasia Glass Curtain Wall Market Forecast and Trend Analysis
  15.1. Regional Overview
  15.2. Pricing Analysis
  15.3. Key Trends in the Region
    15.3.1. Supply and Demand
  15.4. Demographic Structure
  15.5. By Segment A , 2024 - 2030, (US$ Mn and Units)
    15.5.1. Sub-Segment A
    15.5.2. Sub-Segment B
  15.6. By Segment B, 2024 - 2030, (US$ Mn and Units)
    15.6.1. Sub-Segment A
    15.6.2. Sub-Segment B
  15.7. By Segment C, 2024 - 2030, (US$ Mn and Units)
    15.7.1. Sub-Segment A
    15.7.2. Sub-Segment B
  15.8. By Country, 2024 - 2030, (US$ Mn and Units)
    15.8.1. Australia
    15.8.2. New Zealand
    15.8.3. Rest of Australasia
  15.9. Opportunity Analysis
Chapter 16. Competition Analysis
  16.1. Competitive Benchmarking
    16.1.1. Top Player’s Market Share
    16.1.2. Price and Product Comparison
  16.2. Company Profiles
    16.2.1. Company A
      16.2.1.1. Company Overview
      16.2.1.2. Segmental Revenue
      16.2.1.3. Product Portfolio
      16.2.1.4. Key Developments
      16.2.1.5. Strategic Outlook
    16.2.2. Company B
      16.2.2.1. Company Overview
      16.2.2.2. Segmental Revenue
      16.2.2.3. Product Portfolio
      16.2.2.4. Key Developments
      16.2.2.5. Strategic Outlook
    16.2.3. Company C
      16.2.3.1. Company Overview
      16.2.3.2. Segmental Revenue
      16.2.3.3. Product Portfolio
      16.2.3.4. Key Developments
      16.2.3.5. Strategic Outlook
    16.2.4. Company D
      16.2.4.1. Company Overview
      16.2.4.2. Segmental Revenue
      16.2.4.3. Product Portfolio
      16.2.4.4. Key Developments
      16.2.4.5. Strategic Outlook
    16.2.5. Company E
      16.2.5.1. Company Overview
      16.2.5.2. Segmental Revenue
      16.2.5.3. Product Portfolio
      16.2.5.4. Key Developments
      16.2.5.5. Strategic Outlook
    16.2.6. Company F
      16.2.6.1. Company Overview
      16.2.6.2. Segmental Revenue
      16.2.6.3. Product Portfolio
      16.2.6.4. Key Developments
      16.2.6.5. Strategic Outlook
    16.2.7. Company G
      16.2.7.1. Company Overview
      16.2.7.2. Segmental Revenue
      16.2.7.3. Product Portfolio
      16.2.7.4. Key Developments
      16.2.7.5. Strategic Outlook
    16.2.8. Company H
      16.2.8.1. Company Overview
      16.2.8.2. Segmental Revenue
      16.2.8.3. Product Portfolio
      16.2.8.4. Key Developments
      16.2.8.5. Strategic Outlook
    16.2.9. Company I
      16.2.9.1. Company Overview
      16.2.9.2. Segmental Revenue
      16.2.9.3. Product Portfolio
      16.2.9.4. Key Developments
      16.2.9.5. Strategic Outlook
    16.2.10. Company J
      16.2.10.1. Company Overview
      16.2.10.2. Segmental Revenue
      16.2.10.3. Product Portfolio
      16.2.10.4. Key Developments
      16.2.10.5. Strategic Outlook
Chapter 17. Go-To-Market Strategy

Research Methodology

We follow a robust research methodology to analyze the market in order to provide our clients with qualitative and quantitative analysis which has a very low or negligible deviance. Extensive secondary research supported by primary data collection methods help us to thoroughly understand and gauge the market. We incorporate both top-down and bottom-up approach for estimating the market. The below mentioned methods are then adopted to triangulate and validate the market.

Secondary data collection and interpretation

Secondary research includes sources such as published books, articles in journals, news media and published businesses, government and international body publications, and associations. Sources also include paid databases such as Hoovers, Thomson Reuters, Passport and others. Data derived through secondary sources is further validated through primary sources. The secondary sources also include major manufacturers mapped on the basis of revenues, product portfolios, and sales channels.

Primary data collection

Primary data collection methods include conducting interviews with industry experts and various stakeholders across the supply chain, such as raw material suppliers, manufacturers, product distributors and customers. The interviews are either telephonic or face-to-face, or even a combination of both. Prevailing trends in the industry are gathered by conducting surveys. Primary interviews also help us to understand the market drivers, restraints and opportunities, along with the challenges in the market. This method helps us in validating the data gathered through secondary sources, further triangulating the data and developing it through our statistical tools. We generally conduct interviews with -

  • CEOs, Directors, and VPs
  • Sales and Marketing Managers
  • Plant Heads and Manufacturing Department Heads
  • Product Specialists

Supply Side and Demand Side Data Collection

Supply side analysis is based on the data collected from the manufacturers and the product providers in terms of their segmental revenues. Secondary sources for this type of analysis include company annual reports and publications, associations and organisations, government publications and others.

Demand side analysis is based upon the consumer insights who are the end users of the particular product in question. They could be an individual user or an organisation. Such data is gathered through consumer surveys and focused group interviews.

Market Engineering

As a primary step, in order to develop the market numbers we follow a vigorous methodology that includes studying the parent market of the niche product and understanding the industry trends, acceptance among customers of the product, challenges, future growth, and others, followed by further breaking down the market under consideration into various segments and sub-markets. Additionally, in order to cross-validate the market, we also determine the top players in the market, along with their segmental revenues for the said market. Our secondary sources help us to validate the market share of the top players. Using both the qualitative and quantitative analysis of all the possible factors helps us determine the market numbers which are inclined towards accuracy.

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