Fully Understanding a Market. Evaluating
When you're considering
a new market, you simply have to know exactly what you're getting
Getting the right
information obviously can't remove all the risks, but it does
go a very long way towards reducing them.
the first stage consists of collecting a maximum of useful information
relevant to the market concerned.
Obtaining full information
on the competition, the respective market shares, the who's who
in that market, studying the competitors' strengths and weaknesses,
whether they are resistant or open to change, their prices policies
and so on.
This means it is particularly useful - and prudent - to listen.
To listen carefully - to the consumers, the professional buyers, the media,
the distributors, the opinion leaders - so as to best identify the obstacles
to get round, the problems and the traps to avoid.
At the same time
as discovering the real opportunities lying hidden in the market.
If required, personal
interviews, target focus groups and quantitative surveys can
The purpose of this
first stage is to fully prepare the ground so as to ensure an
effective practical solution and provide you with the most professional
and clearest decision-making tool possible.