Market Entry Strategy

Securing a stronghold and leveraging for growth

Market entry strategy is the most important success factor in entering a new market. It provides the approach for establishing a market stronghold and leveraging relevant strategic control points for sustainable value growth. It also sets the stage for all subsequent decisions and actions.

Are you experiencing these issues?

Inscrutable markets,
difficult to quantify.

Segmentation that
doesn’t disclose
underserved markets.

Scattershot value
proposition against
imprecise targets.

Little or no knowledge
about local competitive
dynamics.

Unpredictable
achievable share.

Non-bankable revenue
projections.

Any of these issues flag the need for the market intelligence necessary to guide a successful market entry.

Entering a new market requires precise knowledge often approximated or left unchecked. Companies attempt to enter new markets all the time, yet only one in four is successful in doing so. Failure in most cases carries devastating implications that extend far beyond the targeted market opportunity because it costs millions of dollars, and it puts the reputation of the firm is at stake.

Our Approach

We deliver the market intelligence and the objective validation necessary for management to make confident strategic decisions and significant investments.

We take a deep dive into the market and build bottom-up data sets of all players – customers and competitors alike – to deliver essential intelligence:

  • identification of attractive, underserved market segments,
  • assessment of on-the-ground existing competitive dynamics,
  • recognition of the strategic control points,
  • determination of entry points,
  • forecast of potential growth, and
  • quantification of cost, risk, and necessary investments.

How We Help

Assist companies in entering new markets.

Opportunity
Assessment
Customer Analysis
Competitive Evaluation
Channel
Analysis
  • Local
  • Regional
  • Global
  • Direct
  • Indirect
  • Multi-level
  • Internet
  • New customers/new products
  • Breakthroughs
  • New models
  • Breakthroughs
  • Complements
  • Next generation
  • Un-penetrated products
  • Un-penetrated accounts
  • Micro-segments of current segments
Icon for Opportunity Assessment

Opportunity Assessment

We help evaluate the market attractiveness and the financial merit of entering a new market. We conduct a ten-point list of tests and analyses ... learn more

Opportunity Assessment

We evaluate the market attractiveness and financial merit of entering a new market, including the following analyses:

  • Market break down by relevant segments, sizing and growth
  • Basis of differentiation
  • Design of value proposition
  • Cost structure
  • Competitive dynamics
  • Strategic market entry options
  • Internal capabilities of the firm
  • Required investments
  • Cash flow and risk
  • Financial attractiveness

This work results in the most appropriate strategic course of actions for the company to capitalize on the market entry opportunity and secure a defensible market position.

© 2022 Great Prairie Group
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Customer Analysis

We assist clients in capturing customer inputs vital to the success of market entry. Our analysis identifies target areas of opportunity where segments are underserved ... learn more

Customer Analysis

The concept of entering a new market requires understanding the customer base that the firm intends to serve.

We assist clients in capturing valuable customer inputs vital to success, including the following:

  • How customers are being served in the current market by current companies
  • What solutions customers request
  • What they value
  • Where customers are being underserved
  • Identification of outcomes that are already over-served and not worthy of further focus
  • Discovery of segments of opportunity where customers are being under-served
  • Identification of which customers to serve
  • Deciding on valued product features and which points of difference to focus
  • Designing winning value propositions

This line of analysis serves to validate and refine the target areas of opportunity as well as the product and service offerings.

© 2022 Great Prairie Group
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Competitive Evaluation

We help clients capture competitive intelligence to think several moves ahead of the competition. Our work helps the new entrant navigate the market ... learn more

Competitive Evaluation

The largest obstacle to overcome in entering a new market are existing competitors already in the field serving customers.

We help clients capture valuable competitive intelligence to think several moves ahead of the competition, including the following:

  • Define how the market breaks down by competitor
  • Identify the relevant strategic groups
  • Zero in on direct key competitors
  • Understand how they compete currently and their strategic direction
  • Define a competitive position for the firm that is unique and valued
  • Design intelligent solutions to take that position
  • Determine how key competitors will respond
  • Predetermine winning counter-responses

This work helps the new entrant navigate the market, identify effective points of entry, and secure relevant strategic control points to build a defensible market position.

© 2022 Great Prairie Group
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Channel Analysis

We help management examine the channel network in the new market and plan their get-to-market strategies. Our support helps clients navigate and secure the relevant control points ... learn more

Channel Analysis

Getting to market often requires securing channels of distribution. That said, the new entrant may find not only that channels might not be available, but that incumbents will seize on the opportunity to lock up the distribution to keep the firm out of the market.

We help clients understand the current distribution network and plan get-to-market strategies for successful market entry. We provide the following assistance:

  • Segmentation of channel design by service outputs
  • Analysis of channel flows and efficiency
  • Evaluation of channel structure and intensity of coverage
  • Examination of the competition
  • Identification of channel gaps to meet target segments’ needs
  • Designation of strategic channel options

This type of support helps clients navigate the distribution network and secure the relevant control points to establish channel power.

© 2022 Great Prairie Group

Client Results

20%

Average first-year growth in growth initiatives for our clients

75+

Markets that we have entered for our clients

2.5

Maximum number of years to investment payback

25x

Average ROI of our projects for our clients

How We Have Helped Clients

Global expansion in the smartphone security market.

Cybersecurity MNC drove revenue 30% annually in the global market of mobile security software.

Entry in the cloud market of CAD/CAE/CAM software.

Entered through acquisition, developed internal capability and attained leading position in the market.

Expansion in the market of multi-cloud connectivity.

For a leading network provider, designed a global channel alliance strategy with telecom partners and managed service providers to expand worldwide.

Expansion in the global market of Wide Area Network software.

Drove sales 5X in two years through strategic alliances with leading telecoms worldwide.

Entry in the North American aircraft MRO market.

Leading aviation MRO provider entered the U.S. market of components maintenance via hub in Miami, followed by acquisitions.

Entry in the French market of refrigerated logistics.

Secured top 2 market position in three years.

Market penetration in the small customer segment of lift trucks.

Generated 8% organic growth in a flat market.

Entry in the U.S. market of leisure boats.

Designed entry into 2 segments by licensing hull technology to leading boat manufacturers.