Purpose:

· Market research conducted to understand how safety solutions built for mining could be adjusted to gain a profitable foothold in adjacent markets.

· Identify which adjacent market is most attractive for the Wenco safety suite considering our present offerings (Fatigue Management, Collision Avoidance).

Overview: Wenco has recently acquired a fatigue management company that measures brain activity and empowers operators with the information they need to act and avert personal harm and damage to onsite assets. In addition to fatigue management, the Wenco Safety suite also provides solutions for collision awareness, speed monitoring and shift management.

As we seek to increase our market share in Safety for mining, we are also hoping to expand into adjacent markets that can also benefit from our Safety solutions. In this project we want students to analyze the safety market, highlighting the segments with the highest degree of similarity to mining. Assessing competitors in segments like underground mining, construction and transportation will provide the Wenco team with an understanding of market attractiveness and our relative competitive strength.

Number of Individual Students Required: 2

Defined Tasks:

Market Attractiveness Analysis

a. Research markets that are most like mining using developed benchmarks (processes, use cases etc).

b. Based on the Wenco Safety suites existing capabilities and jobs done for customers, identify where we will have the best chance of gaining market share in an adjacent market

i. (Trucking, Underground Mining and Industrial Construction are all example markets).

c. Identify and analyze the competitor offerings in these markets. Highlight the advantage in feature offerings that competitors may have relative to Wenco solutions.

Final Report

a. Based on the findings of your analysis, develop a final deliverable that identifies the best adjacent market for entry by Wenco’s safety portfolio.

b. Provide strong reasoning based on indicators of market attractiveness to show which market is the most rationale for Wenco to engage.

Through the course of the project you will work with an Analyst that is also dedicated to this area of research. The analyst will provide access to important resources and give active guidance in your work.

The head of strategy at Wenco is also actively involved in these projects, he will be available at project milestones to speak with students and give interim feedback and direction.

Wenco has a track record of working with students interested in strategy roles and subsequently offering longer term internships as well as full time employment.