Mikael Björk; Dominique Blanc , pp. 58. MAM/Sektionen för Management, 2012.
How can a small European technology company make it to the giant North American
market? This thesis deals with how a new entrant with disruptive technologies and products
in the remote access automation market could enter and develop a business in North America
where this market barely exists. To address this problem, we have analyzed if the Porter Five
Force framework together with the Blue Ocean concept is a viable approach to evaluate a
company’s competitive edge, and what strategy to apply for a company with disruptive
products. To this end we make use of a case study of the Belgian high-tech company eWON
to do a market analysis, competitor analysis, and analysis of the distribution channels in this
market. eWON is already the market leader in Europe and therefore has unique knowledge of
this market that could be of advantage in analyzing the US market.
We find through interviews and market analysis that the remote access market, which is
closely linked to the programmable controller market, is a growing niche market with great
potential. There is only one weak direct rival, no solid substitutes, the vast majority of
customers are small companies buying small volume and therefore having a limited
bargaining power. Furthermore, suppliers could possibly control price due to high demand
for components, and due to high capital investments and a need of high quality R&D, entry
barriers should be high. With a unique differentiated product, this market has high
potentials. Finally, after an analysis of the distribution channels available in the US, we
conclude that a high-technology distributor probably is the best option. In this thesis we find
a complementarity between the Blue Ocean concept and the Porter framework that is needed
for launching innovative products.