Market Entry
Market entry strategies are an integral part of growth strategy. Growth is a necessity for all organizations, which can be achieved either by organic or inorganic means that will tap new revenue pools.
Organizations need to explore new sources of growth such as increasing revenues from current products by adding customers in un-served geographies (geographic expansion) or by adding new types of customers (customer segment expansion).
Additional revenues can also be earned from existing customers by adding products or increasing the sales channels to boost the share of wallet (product/channel expansion) or by appealing to new customers via new products (diversification).
Approach
Deliverables
- Growth area hypotheses, Identification & selection of growth areas, and a documentation of the strategic growth ambition and selection criteria.
- Opportunity sizing and qualification – review of customers and competitors to bring out features, trends and dynamics in the target markets/industries along with a ranked growth opportunity long-list.
- Business and operating models to capture the opportunity along with an inside-out idea / competency assessment to understand the gap between existing and required capabilities.
- A business case providing estimates of returns under different scenarios of strategy, risk and investment.
- Development of market entry implementation plans based on selected options
Benefits
- Clear alignment of all stakeholders around areas of growth
- Sharp view of market opportunity within larger industry/country context
- Realistic assessment of opportunity given the organization’s actual capabilities and resources
- Alignment of involved functions and people with opportunity requirements making execution seamless
- Projections of risks and benefits to organization ensuring management of problems.