CHALLENGE

In their conclusions of a previous project that studied Intelbras’ sales channel, CERTI’s strategic business analysis team pointed out interesting opportunities for the company in the property security equipment market. To support its decision to enter this niche, Intelbras asked CERTI for an analysis of the sector and for strategic recommendations. The challenge lay in the company’s lack of experience in the field.

DEVELOPMENT

The realization of the project included an analysis of the sales channel, the identification of market segments and the development of an understanding of the profile of the electronic security consumer. The investigation also considered Intelbras’ fundamental business capabilities that could be synergistically transferred to execute the new opportunity. The market considerations were complemented by extensive research into current technologies in use, the construction of roadmaps and the identification of industry trends. The project clearly characterized the Brazilian and worldwide property security markets. Recommendations were made for Intelbras’ strategy for entry and positioning in the new market. Based on investigations of the market and of the sales channel, the financial volume and potential for new company revenues were estimated. The conclusions of the analysis of the market segments, were used to develop detailed suggestions for the portfolio of products and their operating windows in the short, medium and long-term.

RESULT

Following CERTI’s recommendations and suggestions – delivered in presentations and reports in 2007 – Intelbras entered the electronic property security market, and today has become an important player in this sector in the Brazilian marketplace, with monthly production of one hundred thousand pieces of equipment.