Case Study
Assessment of total addressable market (TAM) for luggage tracking and travel insurance
About the Client
A leading airport retailer, operating across 22 airports globally, specialises in wrapping services for protecting and tracking the luggage
Business Need
- As part of its expansion strategy, the client wanted to diversify in terms of product and geography. It planned to start operations in new airports and to launch a tracking application with new/additional features (insurance and assistance), targeted at the markets it operated in
- It engaged RocSearch to conduct a thorough assessment of the luggage tracking and travel insurance market
Approach and Methodology
- RocSearch followed an integrated approach, leveraging its extensive primary research capability
- Secondary research, however, remained our mainstay and industry specific sources and company websites were leveraged significantly
- Developed an understanding of the value chain with respect to the key stakeholders, business models and channel dynamics
- Region-wise Total Addressable Market (TAM) assessment model was developed, taking into consideration multiple hypothesis and statistics such as passenger movement, baggage handling.
- Expert interviews, along with 20+ primary interviews, were conducted to triangulate the addressable market and validate the findings
- Conducted deep-dive analysis to understand the business models, channel structure and service offerings of the tracking and insurance players
Business Outcomes
- The inputs from the study helped the client in developing the app, with added features
- The client selected the target countries for expansion based on the recommendations made by RocSearch
