Feasibility - Taking a Product and / or Service to Market

1. Market Research / Intelligence
Feasibility - Taking a Product
and / or Service to Market
Anand Subramaniam

2. “If anything goes bad, I did it. If anything
goes semi-good, we did it. If anything
goes really good, then you did it. That's
all it takes to get people to win football
games for you.”
- Paul Bear Bryant
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3. Highlights
 Market Entry Strategies
 Market Research
 Market Data Intelligence
 Market Research Data - Examples
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4. Market Entry Strategies

5. Market Entry - New Entrant Challenges
Internal External
Constraints Constraints
• Time constraints • Market Data –
Access / Availability
• Resource limitations
• Competition
• Financial pressure
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6. Entry Strategy – Market Data
Market Competitive Economic Regulatory Competency
Dynamics Landscape Outlook Environment / Capability
SWOT Analysis Risk / Opportunity Analysis
Summary / Conclusion
Market Opportunity Description
Market Entry Strategies
Detailed Role-out Plan
Technical Road Map Contingency Plan
and Finance Budget
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7. Market Entry Strategies - depends on..
Market Entry Strategies
Vision and Mission
Pricing
Objectives
Brand and communication
Overall Strategy
Sales and distribution
Positioning
Products and services
Value proposition
Customer service
Brand
Launch phasing
Target segments
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8. Market Entry Launch - depends on..
Program & Project Management Office
Business Plans & Budgets
Market Entry Strategy Network Deployment Regulatory Support Back-end Support
Product roadmap Vendor interactions Interconnect Customer Service
Advertising Site Acquisition Negotiation Billing
Distribution Reporting Regulatory
Customer service Installation Support
Stakeholder Management / Communication
Corporate / Operational - KPIs
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9. Market Research

10. Market Research
Channel
Customer
Research &
Decision
Value-chain
Dynamics
Analysis
Country
Research Market Competitor
Researc Analysis
h
Channel
Price Partner
Analysis Market Selection
Sizing &
Segmentation
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11. Customer Decision Dynamics
 Customer base analysis
 Drivers of customer loyalty
 Research on specific customers
 Key decision makers / influencers
 Database of customer procurement
 Customer usage & brand perception
 Customer decision-making process
 Recommended best practice in marketing, sales
& post-sales support
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12. Country Research
 Scenario forecasting
 Development of country plans
 Legal / regulatory issues analysis
 Government relations strategy formulation
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13. Price Analysis
 Price trend analysis
 Product price gap analysis
 Product price positioning
 Product price & specification database
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14. Market Sizing & Segmentation
 Market sizing
 Market forecasting
 Market trend analysis
 Future price inflexion points
 Market segmentation
 geographic region
 channel type
 price band
 customer segment
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15. Channel Partner Selection
 Profiling Channel Partners
 Potential Channel Partner - SWOT
analysis
 Evaluation and recommendation for
business partnership negotiations
NB – please refer to my power-point slides on “Channel
Program” for further details
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16. Competitor Analysis
 Competitor operations
 Competitive environment
 Competitor infrastructure
 Analysis & forecast of competitor financials
 Competitor strategy, targets and tactical plans
 Benchmarking from competitor best practices
 Recommendations on competitor threat
response
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17. Channel Research / Value Chain Analysis
 Channel drivers
 Channel analysis
 Channel mapping
 Vendor alignments
 Brand perceptions
 Identities of key channels
 Channel loyalty and satisfaction
 Satisfaction levels with principals
 Current competitor-channel relationship analysis
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18. Market Data Intelligence

19. Market Intelligence
Continuous Process
for gathering data
Product Business
Character- Practices
stics
Market
Intelligenc
e
Availability
Competenc
of Data for
y&
Decision
Capabilities
Making
Market Intelligence =
Strategy + Tactical
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20. Why Market Intelligence?
Provides Extends
Reduces
Business Business
Business
Information Reach
Risk
Take the industry
“pulse” Locate potential new
Measure the cost of
business partners
Market Research vs.
the cost of Strategy / Raise client
awareness of Prepare client to
Business Failure
innovative start-ups, implement innovative
trailblazers, and first solutions
movers
Forecast the impact
that tomorrow’s
solutions will have on
a company’s required
skills, processes)
Share best practices
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21. Transforming Data into Intelligence
Data
Facts and information you’ve discovered
Findings
Information that answers market research question or objective
Analysis
Using statistics to get means, distributions, correlations, etc
Information
Observations from your analysis
Conclusion
Summary of findings
Recommendation
Informed suggestions for actions
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22. Market Intelligence - Process
Input Customer
Requirements
Information
Task Task Sizing Task Assessment
Sources
Definition
Needs Priorities Information Resources
Focus Resources Data Research
Information Identify Market Competitor /Product / Information
Gathering / Players Market/ Data Gathering Analysis
/ Analysis Teaming / Competition Strengths / Weakness' Market Potential
Prioritisation / Threats Competitor Strategies / Profiles Market Position
Performance
Information Lessons
Output Success
Use Learned
Win / Loss
What Does it mean Decision
Market Direction
Communicate Findings Strategic Direction
Frequency of dissemination
Source- Competitive Horizons
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23. Market Research Data - Examples

24. Data - Market / Competition
 Industry / Market Assessments  Competitor Profiles
 Market Decomposition Map  Company Background: Overview,
 Industry segments and sub-segments History
 History  Top Competitors
 Key Market Drivers & Segment Trends  Reported Segments
 Key Competitors / Market Share • Offerings, Key Competition,
 Forecast • Impacting Trends, Key Financials
 Related Segments:
• Company Financial Health
 Best Practices / Benchmark • Facility Risk Appraisals
 Company visits and interviews • Mergers/Acquisitions/Divestitures
 Case studies
• Key Programs
 Emerging Trends • Prime Contract Awards
 Demand Trends
 Technology Trends  New Market Players/Entrants
 New Market Players / Entrants  New entrants & explanations why they
could enter the market
 Revenue Size / Outlook
 Current size of the industry and
 Forecasting
expected future size  Industry Growth, Market Shares
 Recommendations for Action
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25. Data - Market / Product / Support / Test
 Product Data  Support Data
 Product features and functions  Warranties
 Information on the performance and  Repair histories
interface characteristics
 Policies & procedures on repair and
 Applicable regulatory commercial and replacement, upgrades, support after
"de facto" standards withdrawal from manufacturing
 Product differentiating factors  Date specific products will no longer be
 Cost-driving factors produced or supported
 Market Acceptance Data  Test Data
 Annual sales  Test methodology and results.
 Product maturity  Test data provider (supplier or other
 Returns on warranty lab).
 Other data related to whether the  Used to validate claims regarding
product meets your needs product performance.
 Existing test data may eliminate /
reduce need for further testing.
 Request information on regulatory or
third party testing or certification
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26. “I came, I saw, I conquered.”
- Julius Caesar
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27. Good Luck
http://www.linkedin.com/in/anandsubramaniam
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