Analysys Mason has developed a systematic approach to creating well-supported market entry strategies that minimize uncertainties for new entrants. The approach involves comprehensive analysis of the market, competition, regulations and internal assets to identify strategic risks and opportunities. A clear overall strategy is developed addressing positioning, products, pricing, branding, sales and distribution to achieve objectives. Detailed tactical plans for launch implementation are also created to ensure a coordinated and efficient market introduction.

1. Market entry strategy Q2 2008

9. Analysys Mason has assisted several new entrants worldwide in developing their market entry strategies Analysys Mason carried out a comprehensive market and technical due diligence, covering all elements of the core business of the operator, including operations, technology, sales and marketing, information technology systems and human resources. Analysys Mason developed a growth strategy for the acquisition target, using the outputs of its due diligence, as well as those from the financial and legal ones. On this basis, Analysys Mason built a business plan and subsequently contributed to the preparation of the bid book Investment bank Development of a strategy for the smaller mobile operator in a market of four operators as part of an acquisition process Analysys Mason worked as part of a wider team which included the client's senior bid team, a technology vendor and other parties. The client recognised that coming late into the market as a 3G operator, and being one of numerous infrastructure-based operators in that country required an innovative approach to the market. Analysys Mason produced a credible bid, financial model as well as a solid mobile business strategy taking into account 3G technology, network planning, local planning and network build issues, the local mobile market, product propositions and channels to market Western European fixed operator Development of a mobile business strategy for a new entrant Analysys Mason provided insight into successful market entry strategies employed by late mobile entrants and examined markets and operator performances where spectrum obtained initially or permanently constrained to offer limited mobility services North African fixed operator Assessment of a mobile entry strategy offering limited mobility services Analysys Mason developed a robust strategy for entering the mobile market by developing alternative service propositions and marketing strategies and analysing different technology options (UMTS, CDMA 2000 and WiMAX), roll-out approaches and handset strategies. Analysys Mason has also developed high level financials for the various options in order to make a detailed recommendation. Our conclusions were accepted by the Board and we were praised for our clear reasoning and innovative approach North African alternative fixed and mobile operator Development of a mobile strategy (including UMTS, CDMA 2000 and WiMAX technologies) Asian wireless operator Client type Analysys Mason worked as part of a wider team to support the launch of a new mobile operator in a developing Asian country. The task consisted of business planning, international connectivity assessment and program management support Launch support Key project results Project focus