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Segmentation should be a way to find the starting points for consumer dialogue.By using it in a forward manner, we can focus our listening to see how ideas and innovation can best be generated.

Market Research

2015

Market Dynamics

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Apparent Consumption4,057 units

Business opportunities4,443 units

World Industry Reports

*3,693 units

Market size in 2014.

4,064 units

Number of elevators installed in the country by 2014 50,000 55,000

35%

182945%

20%

Market size in units (2015) Market size in units (2019)

1379,

2025

90421%

4,064 units

4,308 units

6% Growth

* Considering average price of $800,000MXP.

Market Share

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Company Share 2014

Units 2014 Company’s Qualitative Position in the Future*

Player 1 29% 1,179 Maintains good positioning due to tradition and good brand performance.

Player 2 18% 732 Maintains good positioning due to tradition and good brand. Very well positioned brand in the market.

Player3 15% 608 Key Position

Player 4 15% 589Claims they will gain share, Expansion of their factory in Mexico, government support, positioning as the brand that offers inexpensive elevators

Player 5 24% 956 Might gain organic share due to cheaper options. Chinese options are growing.

TOTAL 100% 4,064

* Assessments based on interviews and secondary research.

4,064 units in 2014

4,308 units in 2019

Otis is one of the most recognized brands in the industry

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Most recommended brand

player 1 Player 2

Brand most considered when thinking about buying new equipment

Player 1

Which company do you prefer to work with?

Player 3

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Brand Positioning Map example

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