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Q2 2008
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A sound market-entry strategy gives an operator greater control over
its market introduction and launch expectations, thereby ensuring
financial targets are met
l Pressures faced by new entrants
l A well-founded market-entry strategy minimises the uncertainties faced
by new entrants l
Internal constraints
and expectations
l Analysys Mason has developed a systematic approach to market-entry
strategies, allowing us to create well-supported and objective plans Time constraints:
that extract maximum value from internal assets and investment,
and ultimately increased competitiveness and secured revenue §rapid deployment is crucial to avoid rise in market share cost and to
l We have used this approach to: deliver predicted financial results
l decrease the financial uncertainty that derives from lack Resource limitations:
of comprehensive market analysis and a structured
strategic plan §core launch teams are often rapidly assembled, and specialist
expansion is done gradually, creating a large resource gap during
l enable business plan collaboration and financial the implementation phase
planning
Financial pressure:
l initial business case assumptions need
to be revisited to better correspond §asfinancial targets and expectations have been set prior to launch, any
with market conditions and chosen
market position unpredicted market activity and launch delays will disturb initial
customer take-up and revenue generation
l create launch efficiency by delivering a framework for
subsequent planning of tactical launch activities, External constraints
coordinating and prioritising tasks for launch team and expectations
l enable risk management and market perception control Market data:
through contingency planning
§inmany instances organisations lack in-depth understanding of
l Launch organisations face immense pressures on market entry, created market drivers or have limited access to market data
by internal and external expectations:
Competition:
l some of these pressures can be eased by developing a
clear and structured market-entry strategy and §competitors will plan pre-emptive, disruptive action to improve their
effective functional plans own positions and secure their customer base prior to new entry
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Analysys Mason’s structured approach to developing an entry
strategy begins with a comprehensive analysis of the market, based
on market data or tailored research
Market analysis
l The brand strategy explains which values are important to communicate in order to Tactical launch plan Contingency plan
enhance the company’s relationship with its customers Products & services
Pricing Internal and external
l Targeted customer segments that need be addressed in order to deliver desired
objectives will be specified and prioritised Brand and factors
communication
l Strategic directions in all functional areas; products & services, pricing, brand & Sales & distribution
communication, sales & distribution and customer service further detail the channels
overall entry strategy. Finally, the launch phasing section explores the various Customer service
viable market entry options, their pro’s, con’s and pre-conditions
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Detailed tactical launch plans enable efficient and controlled
implementation, leading to rapid market introduction
Market analysis
Strategic directions are further detailed into a tactical launch plan, covering
l Macro- Internal
all functional areas. This provides the launch team and vendors with Market Competitive Regulatory
economic assets /
dynamics landscape environment
necessary specifications for implementation and ensures that all launch outlook Technology
activities support the overall market entry strategy
complex price modelling and deployment of conjoint research to assist in Market opportunity description
the choice of, from customer perspective, the most valuable pricing option
The overall project management office (PMO) coordinates the roles of different Master Project Plan and Project Management Office
teams to ensure that the management is fully updated of progress and potential
bottlenecks for action
The individual functions can be undertaken by the Analysys Mason consortium or by
Business Planning and Budgeting
client entities, with the objective of handing over the running of the business to the
client
Market entry
Regulatory
strategy and Network
support Back-end
execution deployment
support
Product
Interconnect
roadmap Vendor
negotiation Customer care
Tariffs interactions
support Billing
Advertising Site acquisition
Regulatory •
Sales and reporting
lobbying
Distribution Installation
support
Customer management
•
service
Organisational management
Launch support covers a range of activities that will enable the successful launch of the business in an aggressive timescale
Determining the exact role of different entities needs to be undertaken in an implementation planning phase that will balance the cost of external resources with the speed of
launch, based on intensive, short-term external team effort
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Case study: Fourth entrant market entry strategy and detailed
launch plan
Business challenge
§Our client had acquired a mobile license for Afghanistan, entering as the fourth operator in an extremely difficult market with regards to economic and
social structures, security issues, geographical accessibility and lack of reliable market information. Furthermore, our client did not have a separate
Programme Management Office (PMO) to oversee launch implementation, increasing the demand for a clear and structured market entry strategy
and subsequent tactical plans
§Analysys Mason was hired to undertake development of a market entry strategy and detailed launch plan to steer the launch team and contracted
suppliers towards a successful market introduction. In parallel, Analysys Mason developed a long-term business plan and detailed operating model
/ budget
Approach
§Conducted a comprehensive market analysis Market position
Q1 – Q6 objectives
§Developed a robust market entry strategy Residential
Subscribers (thousands)
–Determining durable positioning and value proposition
Market share
§Developed detailed tactical plans for each functional area Price Quality
–Created a brand adapted to local market conditions and Market offer options
Large
Over the
Own Direct
developed a communication plan
Benefits and results Type of approach Description distributors
counter
wholesale
stores sales force
Segmented packages
§§Analysys Small
Mason produced a complete market entry strategy and detailed tactical P2
distributors
P4
launch plans, allowing our client to formulate a clear and differentiated market P1 P3
position with aligned market offering, pricing, communication, customer service Tailor- made approach Points of
sale
and sales & distribution structure. This enabled complete stakeholder buy-in and
Base
efficient launch plan execution Authorised Residential Business
retailers market market
One- size- fits-all
Unique product
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Analysys Mason has assisted several new entrants worldwide in
developing their market entry strategies
Development of a mobile strategy (including North African alternative Analysys Mason developed a robust strategy for entering the mobile market by developing alternative
UMTS, CDMA 2000 and WiMAX fixed and mobile operator service propositions and marketing strategies and analysing different technology options (UMTS, CDMA
technologies) 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
Launch support Asian wireless operator 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
Assessment of a mobile entry strategy North African fixed operator Analysys Mason provided insight into successful market entry strategies employed by late mobile entrants
offering limited mobility services and examined markets and operator performances where spectrum obtained initially or permanently
constrained to offer limited mobility services
Development of a mobile business strategy Western European fixed Analysys Mason worked as part of a wider team which included the client's senior bid team, a technology
for a new entrant operator 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
Development of a strategy for the smaller Investment bank local mobile
Analysys market,
Mason product
carried out apropositions and channels
comprehensive market andto technical
market due diligence, covering all elements of
mobile operator in a market of four operators the core business of the operator, including operations, technology, sales and marketing, information
as part of an acquisition process 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