Securing a Competitive Advantage in the Reverse Transcriptase Market

The Strategic Importance of the Reverse Transcriptase Market

If the increased use of gene expression technology for a broader set of applications is any indication, reverse

transcriptase (RT) ranks with taq polymerase and restriction enzymes as one of the most essential enzymes in a life scientist’s toolkit. From a product strategy perspective, reverse transcriptase is all the more critical because it

serves as an entry point into a supplier’s profitable kits and reagents (as well as instrumentation) for the RT-PCR and real-time PCR markets. Dominance in such an important market foothold can secure a key competitive advantage for a supplier. However worthwhile, attaining and maintaining such a position in the reverse transcriptase market is difficult due to the presence of several key players. An effective competitive strategy requires a thorough and nuanced understanding of market dynamics that this report is designed to provide.

Customer Behavior, Brand Warfare, Pricing Strategy and Market Growth Potential

Based on a survey of 500 life scientists in the U.S. market for reverse transcriptase, Securing A Competitive Advantage in the Reverse Transcriptase Market by BioInformatics LLC provides insight into customer behavior, brand warfare, pricing strategy, and market growth potential in this complex and important market. Using sophisticated statistical analysis, including Van Westendorp Price Sensitivity analysis and brand equity assessment methodology, the study provides a bottom-up analysis of the market, resulting in a set of basic strategic leverage points that any competitor can use to take share from current leaders in the reverse transcriptase market.

Customer Behavior:

Opportunities to differentiate on the basis of product attributes and brand exist, but remain relatively unexploited.

According to this study, most respondents have been using their primary brand of reverse transcriptase for 4.2 years and only 7% have changed their primary brand of reverse transcriptase in the past 12 months. And yet, paradoxically, 68% of respondents would consider changing to another brand. Although 42% of respondents consider one particular supplier to be their primary source of reverse transcriptase, this report highlights ulnerabilities and customer-cited reasons for brand switching. It also unravels this paradox in customer behavior, giving niche players opportunities to win market share from more entrenched players.

Securing A Competitive Advantage in the Reverse Transcriptase Market contains over 50 charts and/or tables

and more than 20 cross-tabulations for the 24 survey questions (see Page 5). Below is a glimpse of selected report analyses. This report:

• Assesses market growth potential in the reverse transcriptase market over the next 12 months

• Determines price sensitivity and price elasticity given highly similar performance among reverse transcriptase

brands

• Compares brand perceptions and assesses market factors influencing customers’ decisions to purchase

one brand over another

• Identifies the most common techniques for which customers use reverse transcriptase

• Reveals market specific differences in usage and preferred suppliers by segmentation analysis

• Examines factors that contribute to customer retention and determines the likelihood for brand switching

• Analyzes the role of customer satisfaction and brand loyalty in the purchasing decision

Page Count: 126

Print Copy: $4,000

Company-wide Electronic Copy (includes print copy): $6,000

Price