EXECUTIVE SUMMARY

MAM Baby GmbH is one of the segment leaders for bottles and soothers worldwide. Their current product range consists of 165 products compromised into 8 product categories, namely, bottles, soothers, cups, teethers, breastfeeding, feeding, oral care, and sterilizer and bottle warmer.

The company was founded with the vision to combine function, design and high safety standards into unique products that make the lives of babies and of parents more enjoyable.

Goal

The project commences with a long list of around 60 feasible companies as partnership, investment or acquisition targets. Consecutively, a short list of five companies is presented and evaluated in more depth. Lastly, due diligence for the five companies from the shortlist and a business case for two to three promising targets are conducted respectively.

The objective is to evaluate how MAM could inorganically expand its portfolio.

Methodology

Through secondary research and conducting interviews, the market and key trends are defined more clearly to create a set of feasible directions for MAM’s expansion. By looking into relevant databases such as MarketLine, Passport and ProQuest, growing market segments and target customer groups are identified, as well as areas investigated which fit with MAMs current capabilities.

Interviews with young mothers, pregnant women or couples trying to get pregnant are conducted to collect qualitative data on needs, fears, and pain points throughout the phases of becoming a mother. The outcome is discussed and evaluated together with industry experts in interviews.

Based on the insights gained from the trend analysis, a long list of 60 relevant start-ups or small- to medium-sized enterprises is created. Potential companies found from internet research are gathered in the long list, where a brief overview of the companies, their products, or services, and how they would fit into MAM’s strategy is given. The next step is the rating of the companies based on (1) portfolio fit, (2) expertise fit, (3) market potential, (4) competition, (5) location, and (6) no innovativeness and (7) funding above a certain amount are the knockout criteria.

For the two companies with the highest scores specific business cases were conducted. For both firms, a TAM-SAM-SOM market analysis of the DACH market and an international competitor analysis were created. In the end, results and key takeaways were compared in a simple pro-contra analysis.

Results

Our extensive market research has helped us to confirm that there are several promising targets for MAM Baby. We have identified 60 potential companies MAM Baby can target and summarized them in an Excel sheet including additional information of the companies. In a separate Excel sheet, all 60 companies with their scoring are gathered.

As a result of the scoring the top-ranked target for MAM was identified, for which a comprehensive business case was done. The business cases can now be used by MAM for their path to growth.

Cooperation Partner

• MAM Health & Innovation
  Innovationsplatz 1
  7051 Großhöflein        
  Austria
  www.mambaby.com 

Contact Person

• Livia Blaschke - livia.blaschke@mambaby.com

• Wolfgang Fargel - wolfgang.fargel@mambaby.com

Student Team

• Nicoletta Angerer

• Hong Chen

• Maria Anna Promegger

• Lena Seidinger

• Pascal Sohler

Project Manager

• Melina Mazzucato, M.Sc.

• Caroline Fabian, M.Sc.