A chemical sector client was considering entering the U.S. market and required a clear understanding of which coating technologies to leverage for quickly gaining market share. As a foundation for decision making, the client needed to understand the size, growth, profitability and competitive dynamics of both architectural and industrial paint sectors. A BBA team including former suppliers of titanium dioxide, former business development executives from major U.S. paint companies, and global coating R&D executives joined forces to deliver investment options for the client to consider.