EXECUTIVE SUMMARY

The highly competitive environment requires organizations to constantly look for new ways to beat the competition and win new customers. For this reason, the security market was examined more closely in this project in order to identify new business opportunities for VARTA. First, primary and secondary data were collected. Secondly, these data were presented in models and interpreted to form recommendations for action.

Goal

This project aimed to identify new profitable application fields for batteries within the security market for VARTA. Thus, potential customers and competitors, as well as key battery features for security applications needed to be researched. Overall, the main objective was to find areas with the greatest market potential and the accompanying entry barriers, as well as strategic partners for the further growth of VARTA.

Methodology

Secondary and primary data were used for this project, which were then presented in various analysis models to derive action recommendations for VARTA. The secondary data consisted of different types of sources, including statistics, annual reports, company data, specialist articles, and online forums. Additionally, for the unique context of this project primary data were obtained through 10 expert interviews and user interviews. The latter were conducted through online forums and shop visits.

These data were evaluated and synthesized in different analysis models, like customer- and competitor analysis, market potential analysis, and SWOT analysis. 

Results

As the findings from this project have shown, out of 20 application fields in total, drones and detection systems represent the most lucrative market entry opportunities for VARTA. The huge market potential for drones and detection systems could be exploited by improving batteries with regard to security applications. Furthermore, 20 potential customers and 21 competitors have been found that offer products within the security market. After expanding the research focusing on drones and detection systems, 12 main competitors for these application fields were examined in more detail, whereby these overlap with the 21 mentioned above. Based on these results it is recommended for VARTA to enter the security market by offering customized battery solutions supported by concluding partnerships. In addition, the research could be extended regarding civil drones, as there are a lot of different application fields. All in all, the security market has a lot of different application field possibilities that should be explored in the course of further research.

Cooperation Partner

• VARTA
  Montana Tech Components GmbH
  Mariahilfer Straße 1/Getreidemarkt
  1060 Wien
  office@​montanatechcomponents.com
  www.montanatechcomponents.com

Contact Person

• Sven David - s.david@montanatechcomponents.com

Student Team

• Elena Hametner

• Bianca Hornegg

• Katharina Rautschka

• Lorenz Frauscher

• Sebastian Epple

• Franz Neugebauer

Project Manager

• Benjamin Monsorno

• Dorothee Horvath