Market Usage Gap Analysis – Market Potential, Target Group Classification and Penetration Strategy for Large Scale Fused Filament Fabrication Machines in Germany

Abstract

This thesis analyzes the German market for large scale fused filament fabrication devices to derive strategic implications for a penetration of this market with a device of a build size of 1000x1000x1000 mm. It gives an overview over the current state of fused filament fabrication and shows that the market is growing, manufacturers and (potential) customers are increasing in number. Currently available devices are classified by build size and in due process competitors in the large-scale segment are identified. A survey of 750 companies, creating 110 total responders, is undertaken, showing that the adoption rate of additive manufacturing in the targeted segment is higher than found in secondary sources, with the Industrial- Product- and Fashion -design branch having the highest adoption rate. Furthermore, it shows that build speed and detail level, and after sales service such as personnel training and device installation and set-up are important to potential- and current users. Aiming at a specific target group, the size of that market segment is quantified. An existing demand for large build size machines is shown and the Industry Market Potential for large scale devices estimated. From this, amarket usage gap of 1023 units is derived. In concluding, the recommendation to penetrate the market with a technological focus on build speed and detail level and an emphasis on customer service is made.