Purpose:

· Market research conducted to understand how safety solutions built for mining could be adjusted to gain a profitable foothold in adjacent markets.

· Conducting research on a market adjacent to mining that has been deemed the most attractive based on previous analysis.

· Highlighting the key go to market considerations in this new market. Assessing the competitive strengths of key competitors and providing market entry recommendations.

Overview: Wenco has recently acquired a fatigue management company that measures brain activity and empowers operators with the information they need to act and avert personal harm and damage to onsite assets. In addition to fatigue management, the Wenco Safety suite also provides solutions for collision awareness, speed monitoring and shift management.

As we seek to increase our market share in Safety for mining, we are also hoping to expand into adjacent markets that can also benefit from our Safety solutions. In this project we want students to analyze the safety market, highlighting the segments with the highest degree of similarity to mining. Assessing competitors in segments like underground mining, construction and transportation will provide the Wenco team with an understanding of market attractiveness and our relative competitive strength.

Number of Individual Students Required: 2

Defined Tasks:

1. Market Analysis:

a. Begin Analysis on the market segment assigned to you from the Wenco team including, competitive landscape, customer segmentation and market sizing that identifies an obtainable market for Wenco's safety offering.

b. Point out the most significant considerations for achieving successful entry into the defined segment. In other words, how does Wenco need to adapt sales processes and leverage a new dealer network to achieve success? How competitive will our offering be?

c. Create an overview of the path to purchase in these adjacent markets, drawing attention to differences in how Wenco currently secures a customer in our primary markets.

2. Final Report

a. Summarize key findings from the Market analysis and provide specific, time bound recommendations for optimal market entry and product development.

The Director of Commercialization and a Strategic Marketing Analyst will be assigned to work with and mentor the students on a weekly basis. The Executive VP of Corporate Strategy will also mentor the students 1-2 times per month, and will review the final draft of the material. Summer term internships will also be made available.