Client case
Supporting strategic decision-making in the telecom market
VolkerWessels Telecom designs, builds, monitors, and maintains integral connectivity solutions across the Netherlands. As demand for connectivity continues to grow through trends like IoT, cloud, automation, and digitalization, understanding which market segments offer the best opportunities has become essential for sharpening their commercial focus.
The challenge
Connectivity plays a different role across industries. In some segments, it is mission-critical to primary business processes, while in others it is supportive. For VolkerWessels Telecom, this difference strongly influences the attractiveness of a segment.
However, attractiveness could not be judged on connectivity relevance alone. It needed to be assessed together with market size, growth potential, trends, and the company’s ability to compete within each segment.
To substantiate their commercial plan, VolkerWessels Telecom required a data-driven way to quantify, compare, and prioritize market segments based on both market attractiveness and strategic fit.
Joep van den Brink
Director VolkerWessels Telecom Network Solutions
"We were developing our commercial plan but lacked substantiation of market potential and opportunities in our different market segments. Hammer supported our commercial plan-making by quantifying the market segments on a wide set of indicators."
Our approach
Hammer combined multiple research methods to build a comprehensive view of all relevant market segments. Market size, potential, and growth were quantified using both bottom-up and top-down approaches, supported by thorough desk research into key figures such as the number of prospects, clients, and typical project sizes across segments.
Through several iterations and working sessions with the VolkerWessels Telecom team, these source figures were translated into revenue and profit pools. This market attractiveness data was then confronted with VolkerWessels Telecom’s ability to compete, resulting in a clear, comparable overview of all segments.
Joep van den Brink
Director VolkerWessels Telecom Network Solutions
"Pleasant in the collaboration with Hammer was the short lines, quick switching, and the hands-on mentality. This, combined with Hammer's proactive approach, has confirmed the picture of the market that VolkerWessels Telecom already had and provided insight into where and when to compete for the short and medium term."
What VolkerWessels Telecom received
Hammer translated complex market data into a structured overview of market segments, clearly showing where the greatest opportunities lie and when they should be pursued.
The results provided a quantified comparison of segments based on market attractiveness and strategic fit, and were used directly as input for VolkerWessels Telecom’s commercial and strategic planning.
Deliverables
- Quantified overview of all relevant market segments
- Market size, growth, and potential per segment (top-down and bottom-up)
- Revenue and profit pool modeling
- Assessment of ability to compete per segment
- Clear prioritization for short-, mid-, and long-term commercial focus
- Direct input for the commercial strategy document
Joep van den Brink
Director VolkerWessels Telecom Network Solutions
"The results gave us valuable information regarding where and when to compete and could be used as direct input in our commercial plan."
Contact us
- Phone+31 (0)6 12916553
- Emailjasper@hammer-intel.com
