Identification of Application for Measuring Devices in the Petroleum Upstream Industry and Quantification of the Global Market Potential

Florian Benjamin Viktor Sadil

Research output: ThesisMaster's Thesis


Navigating a company through the complexities of the global economy requires a profound understanding of both intrinsic factors that determine the internal dynamics of the organization and extrinsic factors that shape the external environment. These factors play a crucial role in determining the relative performance of an organization within the context of intense competition. To achieve market differentiation and ensure the long-term viability of the company, exploring new business fields is essential. For Anton Paar, this strategic orientation is manifested in a deeper exploration of the Exploration and Production (E&P) sector within the oil and gas industry. The objective of this master's thesis is to structure the upstream process in terms of available instrumentation and to ultimately estimate the individual product opportunities that Anton Paar could realize within the "Serviceable Addressable Market" (SAM). The analysis of market potential is not solely based on numerical data; thus, this work expands the investigative framework to include research methodology and concepts for assessing both external and internal aspects of companies. A combination of qualitative and quantitative methods is used to collect data, develop theoretical approaches, test these approaches, and then modify or discard them. The integration of theory and practice plays a central role in the execution of the analyses. For the successful execution of the tasks set in this study, a comprehensive literature review provides the necessary knowledge to conduct a meaningful market potential analysis. In the practical part of the work, the business structures of the available countries are analyzed, using industry codes as a starting point to identify potential customers, particularly from the oilfield services sector. By extrapolating and refining verifiable findings to projections for the year 2024, and considering market-, business-, and product-specific factors, the potentials of the SAM for both individual instruments and product lines are determined. To further substantiate the results and to convince decision-makers, a net present value calculation is performed, taking into account fictitious manufacturing costs.
Translated title of the contributionIdentifikation der Anwendungsmöglichkeiten für Messinstrumente in der Erdölindustrie und Quantifizierung des weltweiten Marktpotenzials
Original languageEnglish
Awarding Institution
  • Montanuniversität
  • Posch, Wolfgang, Supervisor (internal)
  • Hold, Siegfried, Supervisor (external), External person
  • Schlar, Daniel, Co-Supervisor (internal)
Award date28 Jun 2024
Publication statusPublished - 2024

Bibliographical note

embargoed until 25-04-2029


  • Market Potential Analysis
  • Serviceable Addressable Market
  • Macro- and Microenvironment
  • PESTEL Analysis
  • SWOT Analysis
  • Scenario Analysis
  • Porter's Five Forces
  • Analytical Instrumentation
  • Exploration and Production
  • Petroleum Upstream Sector
  • Oilfield Service Companies

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