Case Study | 25 August 2025
How a PCB Design Company Bridged Competitive Analysis Gaps to Capture Global Market Share
Posted by : Preeti Wani
A forward-thinking PCB design and stack-up manufacturer found its growth falling, despite having advanced technology and a loyal customer base. Limited insight into competitors’ strategies and changing market demands made it difficult to stand out in an increasingly crowded place. By collaborating with Research Nester, the company adopted a well-designed competitive analysis approach that sharpened its offerings, opened doors to new markets, and positioned it as a leader in the global PCB industry.
An overview:
In the fast-paced world of electronics manufacturing, PCB (Printed Circuit Board) design forms the backbone of innovation. With smartphones, wearable devices, medical electronics, and industrial IoT equipment all demanding highly compact, efficient, and high-performing PCBs, competition among design companies has become fierce.
Our client, a mid-sized but highly innovative PCB design and stack-up manufacturer, had already made impressive progress in lowering board sizes and increasing functionality. However, they lacked a detailed analysis of the competitive landscape. This gap left them exposed to abrupt market fluctuations and competitors’ aggressive pricing, bundling strategies, and technological advancements.
Recognizing the need for deep market intelligence to move forward, the company turned to Research Nester, a global leader in market research and strategy consulting, to build a pathway based on robust competitor analysis, customer insights, and emerging trends.
The Story
For over ten years, the company had invested resources into R&D, creating PCB designs suitable for a wide range of applications. They were pioneers in producing ultra-thin stack-ups for smartphones and rugged, high-density boards for industrial machinery. The increasing wearable technology segment opened additional doors, as fitness trackers, smartwatches, and AR/VR devices required compact yet powerful boards. These successes attracted several industry partnerships, enabling the company to enter diverse domains. They became known for quality, durability, and innovation. However, as their presence grew, so did the challenges:
- Competitor pressure: Rival companies started releasing similar products at competitive prices, lowering the gap in differentiation.
- Shifting client needs: Demand was rising for multi-layer boards with built-in shielding, a feature the company had yet to focus on.
- Regional disparities: While products worked well in Europe, they struggled to gain traction in Asia-Pacific markets due to different pricing and delivery expectations.
- Security demands: With more IoT-related projects, clients looked for PCB designs with stronger security features, an area where the company lacked a defined response strategy.
Internally, decision-making was based more on assumptions than data. Product development cycles were long, and sales teams struggled to position offerings against competitors. Without a clearer idea of where they stood in the market, the company risked losing its hard-earned competitor edge. This is when the leadership was prompted to collaborate with Research Nester, known for combining strategic insights with actionable growth plans.
Our Solution:
Research Nester worked with the company through a structured, four-phase approach:
1. Mapping the Competitive Landscape
- Assessed and profiled 10 leading global and regional competitors, looking closely at their product offerings, technical strengths, pricing strategies, marketing tactics, and geographic reach.
- Created detailed comparisons covering stack-up designs, layer counts, heat performance, and miniaturization capabilities.
- Reviewed patent filings to anticipate upcoming innovations from competitors.
2. Understanding the Customer Perspective
- Conducted a combination of surveys and in-depth interviews with more than 150 electronics manufacturers across sectors such as consumer electronics, automotive, healthcare, and industrial automation.
- Found that 62% of clients placed higher importance on rapid prototyping over price fluctuations.
- Identified an increasing need for flexible PCBs with built-in shielding, particularly for medical wearable devices and defense applications.
3. Building a Positioning Strategy
Launched a three-tier product strategy to analyze the company’s products:
- Premium Innovation Line: ultra-compact, high-performance boards for some critical applications.
- Cost-Optimized Line: balancing strong performance with competitive pricing for mid-market buyers.
- Custom Design Delivery: tailored solutions with faster design cycles for niche applications.
Proposed region-specific pricing models to stay competitive while guaranteeing profitability.
4. Charting the Long-Term Growth Path (2019–2029)
- Predicted global PCB design and stack-up market trends over the next decade, highlighting growth opportunities in medical devices, electric vehicle electronics, and secure IoT systems.
- Set R&D priorities including AI-enabled PCB design automation, integrating stronger cybersecurity features, and introducing eco-friendly production methods.
- Recommended partnerships with material suppliers to protect against raw material price volatility.
Results
The strategy gave rise to notable improvements within just 18 months:
1. Broader Global Presence
- Entered five new markets across Southeast Asia and Eastern Europe.
- Adjusted designs to meet regional compliance standards, raising client acquisition rates by 37%.
2. Higher Chances of Success in Competitive Bids
- Increased success rate in large tenders from 28% to 52%, fueled by stronger competitive positioning and fact-based proposals.
3. Product Portfolio Optimization
- Developed three new flexible PCB designs featuring embedded shielding and better heat dissipation, directly targeting high-potential segments such as healthcare and wearables.
4. Defined 10-Year Strategic Vision
- Designed a whole decade-long innovation roadmap with clear revenue to be achieved and R&D focus areas, particularly AI-based tools and sustainable materials.
5. Brand Perception Boost
- Post-launch surveys depicted a 46% improvement in brand recall among targeted industry buyers.
- By shifting from a technology-driven to an insight-driven approach, the company transformed how it made strategic decisions.
Copyright @ 2025 Research Nester. All Rights Reserved.
Submit Your Request for Proposal (RFP)