Article · 5 October 2023 · 3 min read · Dominika Będkowska

Modular homes market analysis: case study

What are modular homes?

Modular homes, also known as prefabricated homes, are built from elements or modules produced in a factory, then transported to the building site and assembled there.

We recently carried out an extensive market and competitor analysis for a client in the Polish modular homes industry. Modular homes, also known as prefabricated homes, are built from elements or modules that are produced in a factory, then transported to the building site and assembled there. These elements may include walls, floors, roofs, doors, windows and other structural components.

What did the modular homes market analysis cover?

The analysis covered, among other things, competitor identification, market size and value estimation, market segmentation, target group analysis, distribution channels, pricing, marketing activities and search terms used by potential customers.

Our analysis covered elements such as:

identification of competitors based on net profit in recent years

market analysis, including estimation of market size and value and the industry environment

market segmentation

target group analysis

distribution channels

price analysis

analysis of competitors' products and services

analysis of marketing activities

analysis of search terms entered by potential customers

What was the purpose of the modular homes market analysis?

The main aims of the analysis were to show our client where it stands in the market relative to its competitors, and then to help it improve its activities and strategy, increase sales and learn about the main market trends.

What does the modular homes market in Poland look like?

Poland ranks 11th in Europe in the production of modular homes, and just under 1,000 companies make and build modular homes in Poland.

Examples of conclusions from the analysis include:

Poland ranks 11th in Europe in the production of modular homes.

The modular homes market can be divided into year-round homes and summer houses, holiday homes and country residences.

Germany is the largest supplier of modular homes to Poland, while Poland buys the most from Estonia.

Just under 1,000 companies make and build modular homes in Poland.

The most popular marketing activities among market players include social media ads published at specific times.

How did the market analysis benefit the modular homes client?

The analysis helped our client better understand its environment, competitors and customers, and adapt its business and marketing strategy effectively.

Identification of competitors: enabled the client to understand who dominates the market and how to compete with them effectively.

Market analysis and estimation of market size and value: showed the market's potential and growth opportunities.

Market segmentation: divided the market into customer groups with similar needs and preferences. This helped tailor the offer to different target groups and make marketing more effective.

Distribution channels: helped to identify where potential customers look for information about modular homes and how they would like to buy them.

Price analysis: knowing competitors' prices and customers' expectations helped set a competitive pricing strategy that reflects the value of the products and services to customers.

Analysis of competitors' products and services: reviewing competitors' offers showed the strengths and weaknesses of our client's products and services and helped it adapt its own offer to stand out from the competition.

Analysis of marketing activities: examining competitors' marketing activities, such as advertising campaigns, social media presence and content marketing strategy, showed which channels and content attract customers effectively.

Analysis of search terms entered by potential customers: this is part of keyword analysis, which shows which phrases potential customers search for. This helps optimise website content and advertising campaigns.

What did the modular homes analysis report include?

The analysis was delivered as two reports, a market analysis and a competitor analysis extended with a mystery shopper study, each containing the main conclusions and recommendations for the client.

The analysis for the client from the modular homes industry was prepared as two separate reports. The first covered the market analysis, which included statistical data, the industry environment, trends, market segmentation, distribution channels and price analysis.

The second report presented the competitor analysis, which focused on the main players in the market. We extended the analysis with a "mystery shopper" study to find out how many homes competitors sell. Each report contained the main conclusions and recommendations that our client could implement in its company.

Author: Dominika Będkowska

Because of a non-disclosure agreement, we cannot share details or all elements of the market analysis carried out in this case study.

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