Market opportunity analysis and partner selection in the offshore construction market

This report describes the research performed at Greatship (India) Limited. Greatship (India) Limited is a subsidiary of India’s largest private shipping company Great Eastern Shipping Company and it services the offshore logistics market. Due to high oil price and high oil demand expectations, the entire offshore market appears to become a thriving market. Greatship (India) limited is especially interested in the possibilities of expanding operations into the offshore construction industry. In order to determine the feasibility of such an expansion a research has been performed by using the Market Opportunity Analysis Framework (Woodruff and Gardial, 1996). This framework suggests five phases for the evaluation of market opportunities: environmental analysis, market definition analysis, identification of market opportunities, market demand forecasting and evaluation of market opportunities. During the research it also became clear that market entrance would only be possible in cooperation with a partner. Hence, aside from the application of the MOA-framework, considerable attention had been paid towards partner selection