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What is a Market Entry Strategy?

By Felicia Dye
Updated May 16, 2024
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Many companies realize that the likelihood of their success or the success of certain segments of their business are dependent on thorough and effective planning. A plan that outlines how a particular company will introduce goods and services to a particular consumer base is referred to as a market entry strategy. Such a plan generally includes a wide range of information, such as market research, similar product availability, and estimated costs and returns.

Some businesses may get tips or use models from other businesses to help them develop their market entry strategies. However, applying a generic strategy or one developed by another business is not likely to be effective. Market entry strategies generally need to be personalized. Varying factors such as the economic climate, the service that is being offered, and the market being entered can greatly affect the outcome.

“Market” is generally a very loose term. It can refer to a particular segment of a local community or it can refer to an entire foreign country. The definition of this term in a particular instance is an important factor when developing or applying a market entry strategy.

There are many other things that a good market entry strategy should consider. When a business considers offering a product or service, it is important to know who the competitors are. It is also best to have information about consumers’ attitudes toward those competitors. An effective strategy should also address legal issues. This becomes especially important when dealing with international trade, specialized products such as hazardous materials, or regulated services such as finances.

A market entry strategy can be beneficial in a number of ways. For example, since the operation has been thoroughly thought through, the chances of uncertainties arising are reduced. A good plan generally outlines the risks associated with any operation.

Such a plan also provides a realistic basis for financial figures. This can prevent a company from over-budgeting, or more dangerously, under-budgeting for a particular venture. The financial analysis that is included in the strategy should consider growth. Since markets are usually in flux, it is important to consider not only what the financial factors are at present but also what they will be in the future.

The methods employed in one instance may not work in all instances. This is true even with regards to the same company. A different market strategy may be needed when a company aims to introduce products into a new market or when the company aims to introduce new products into existing markets.

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Discussion Comments
By icecream17 — On Jan 14, 2011

Oasis11-This really allows the company to develop a new market entry strategy that offers it the best chance of success.

This is especially important if you are a new business with no brand recognition. The business entry strategy has to involve a considerable amount of promotional activity.

For example, if you are selling a new brand of cheese, you might offer an in store demonstration and then provide coupons for customers to try the cheese. You may also include coupons in Val Pak. Many new businesses receive additional revenue from these promotional opportunities and it should be included in any market entry analysis.

By oasis11 — On Jan 12, 2011

A company usually uses a market research firm to help them determine their market entry strategy analysis.

A company might want a market research firm to find a sample of their target market and ask this group a series of questions regarding the advertising of the package as well as its message.

They may also ask questions about the inclination to buy the product. The company might want to offer a sample of the product to this market segment in the study to gather additional feedback regarding the product.

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