From market analysis to structured market-entry preparation in Mexico

The Styrian company EPnP Technologies GmbH, formerly OTTRONIC, develops and manufactures electronic solutions for a range of industries, including medical technology, industry and mobility. As the technology hub of the EPnP Group, the company supports customers from the initial idea through to the finished technical implementation. The focus is on quality, innovative strength and reliable technology solutions from Austria.

For the company, which is currently very active in the DACH region, the next step was to expand beyond Europe’s borders: with Mexico as its primary market and Brazil as an additional market to be analysed, the company aims to tap into new potential in Latin America. The Mexican MedTech sector in particular offers a strong environment: in 2024, the market reached a volume of US$7.99 billion and is expected to grow to US$13.4 billion by 2034. Mexico is also one of the world’s leading export locations for medical technology.

This is precisely where ICS support came in. As part of DiGEM, Digital Gateway Emerging Markets, EPnP Technologies was supported from April to August 2026 in preparing for market entry. DiGEM project manager Alexandra Kohrgruber coordinated the collaboration with the internationalisation experts at Decoto International and their partner network in Mexico. The goal: to analyse market opportunities on a sound basis, bundle consulting services in a structured way, and create a robust foundation for the company’s next business decisions.

“Thanks to the excellent, accessible support from ICS and the professional internationalisation partner Decoto International, we were able to explore the exciting markets of Mexico and Latin America with low entrepreneurial risk and already celebrate our first tangible successes.”

Günter Winkler, Managing Director, EPnP Technologies

Market and competitive analyses, a go-to-market strategy, a structured prospect assessment, and a Spanish–English communications package now provide the company with a robust foundation for further market-entry preparation.

The structured preparation for market entry was crucial: the project analysed relevant market segments, assessed potential target customers, and identified requirements for possible next technical, regulatory and sales steps. This created a well-founded advisory and decision-making basis for EPnP Technologies’ continued independent market development.

The sales fundamentals were also refined as part of the market-entry preparation. An AI-supported analysis and outreach structure links company research, ICP scoring (ideal customer profile) and prepared communication approaches with the customer relationship management tool. The sales team received structured documentation for this, target-customer clusters were described, and further pipeline build-up was documented in a transparent manner. This gives EPnP Technologies a clear basis for continuing market development independently after the project ends.

An additional market and industry perspective was provided by a webinar organised with the Enterprise Europe Network on the topic “Scaling Mexican Medical Devices into Europe”. As a speaker, EPnP Technologies, together with sales specialists from Decoto International, was able to better contextualise market requirements, regulatory issues and possible positioning approaches in the Mexican MedTech environment. The format provided valuable input for further market-entry preparation and sharpened the focus on relevant target groups.

We are pleased to have supported EPnP Technologies on this journey. The foundation for further decisions has been laid. The company can now use the insights gained to continue preparing its market entry into Latin America independently, in a structured manner, and with a clear view of opportunities and requirements. Of course, we will continue to support the dedicated team.

DiGEM is co-financed by SFG Steirische Wirtschaftsförderung from funds of the European Regional Development Fund (ERDF). Further information on the IBW/ERDF & JTF programme can be found at www.efre.gv.at”