CASE STUDY: Market Entry Strategy

SITUATION
A global IT company wanted to identify opportunities to increase profits.

APPROACH
The scope of the analysis included: 6 corporate lines of business, 16 major product sub-markets profiled, 4 customer segments per sub-market profiled and 110 key competitors.

RESULTS
We identified nine product sub-groups that were underperforming badly and found major untapped profit opportunities within two customer segments. As a result, a dedicated segment marketing group was created and customized product/segment strategies were developed. Within a year of implementing the changes, the company benefited from significant revenue and profit share increases.

Additional Projects:

  Market-Driven New Business
Assisted a training company in its decision to enter the Pacific Rim market. We talked to potential customers and competitors, then prioritized 11 countries based on trends, demand, and competitor activity.

  New Business Opportunity Evaluation
Evaluated a new professional services opportunity in the US and Europe. The study became the guideline for a successful business introduction.

  Pricing and Packaging
Conducted surveys of businesses and consumers to determine the most profitable service bundling options, plus adoption rates at various price levels.

  Market Segment Evaluation
Analyzed the educational market to identify, segment, and prioritize opportunities for distance learning products. The evaluation resulted in a successful product offering and market program.

  Competitive Analysis
Analyzed the effect of competitive activity, deregulation, and technology on telco revenues. Developed forecast models for different scenarios.

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