Developing a strategic blueprint for the landscaping industry
The landscape industry in Country X was approaching an inevitable slow-down in local demand for landscape services, while observing potential high growth opportunities from overseas markets. Responsible for developing and enhancing the country's image as a green metropolis, the client wanted to understand the current state of the landscape industry in the country in terms of the size, structure, workforce profile, value chain and remote environment and develop a roadmap for its future.
The first challenge was in identifying the sectors that fell under landscape industry since a landscaping project required the involvement of companies from many different sectors. Another challenge was to size the industry due its high level of fragmentation and the fact that most of the companies were small family-owned businesses.
Synovate used a two-pronged approach to the study – combining business intelligence gathering through in-depth qualitative interviews with industry players, relevant government agencies, educational institutions, key opinion leaders, sector-specific associations, and overseas landscape experts in USA and Australia. Structured quantitative surveys were also conducted. Synovate conducted meetings with various associations and a workshop with representatives from all the sectors in the industry to come up with a dynamic vision statement.
Sector-specific analysis using the value-chain model gave key insights into the inter-sectoral and intra-sectoral interactions. Industry analysis using the CAPRI framework captured the growth potential for different sectors and for the industry. A roadmap for the industry for the next 10 years was developed along with implementation details and estimated timelines to achieve them.
The client and the landscape industry were able to gain visibility on the landscape industry's contribution to the country's economy and its strategic importance to the country in generating employment. While highlighting unmet market needs, the report recommended actionable steps to be taken to catapult the industry into an export-oriented one by tapping into overseas opportunities while also improving the services locally.