Market Entry and Product Positioning Strategy

  • Country Entry: Our experience and expertise in political analysis, in conjunction with Strategic Gaming, helped an oil and gas client understand the complex dynamics involved in pursuing investment in a country that posed political and public relations risks. The study helped the client understand the nature and depth of the risks and the signposts that would mean reduced risks and a more attractive investment environment in the future.

  • Product Design and Positioning: A life sciences company was developing a new product for an existing market. By considering customer needs and the selling proposition of existing and expected competitors, we helped them identify potentially attractive market segments and the design specifications and test criteria that would be required to be a market leader in them. Our project helped them focus on a key market for the initial launch and avoid a particular design with higher development costs and dramatically lower profit potential.

  • New Technology Strategy: We have used Strategic Gaming to help a major high tech company review its strategy for a new, multi-billion dollar technology. This approach revealed that very different approaches toward key competitors and partners could drive a value swing in the billions of dollars.

  • Competitive Product Positioning: A chemical company was developing a new polymer with dozens of potential applications – too many to develop simultaneously. The choice of target market was controversial and management was concerned that the design specifications might not be consistent with creating a sustainable competitive advantage. By analyzing customer requirements in each market and the characteristics of existing products, we helped them understand which markets were most attractive and which made good follow-up markets. With our quantitative approach to estimating value and risk we were able to steer the client toward markets where the product was most likely to succeed and where the payoff for success was substantial.

    Back