Exploring the opportunities of the European air filtration market for 3M Filtrete

Abstract

This thesis is a summary of all the results of the graduation project conducted at 3M Filtrete. 3M Filtrete, a brand by worldwide organization 3M, is specialized in producing electrostatic charged air filters. These filters are constantly charged (without external power source) and work as tiny magnets. This technology is mainly used in HVAC (Heating Ventilation Air Conditioning) systems. 3M Filtrete is one of the biggest brand of indoor cleaning filters in the US market. It has delivered cleaner air to millions of homes and is market leader in residential air filtration for the last 20 years. Furthermore, 3M Filtrete also seems to strike in Asia and has noticed growing market activities. As for the European market, 3M Filtrete is a relatively small and unknown player. However, the Eurpean market is showing potential and 3M Filtrete wants to take advantage of the opportunities. Therefore, a strategic analysis - with the focus on the market - is conducted to explore the opportunities of the European market. The main objective of this project is to provide an overview of the European air filtration market and explore opportunities for 3M Filtrete to expand and strengthen their position in Europe. In addition, a new product concept on how to apply the technology will be proposed. This new product concept will enhance the consumer experience of a mobile air purifier. It is developed through a strategic process involving market analysis and consumer research. Finally, a strategic plan is presented for the concept.