Académique Documents
Professionnel Documents
Culture Documents
Q2 2008
Time constraints:
Resource limitations:
Internal constraints
and expectations
Financial pressure:
Market data:
Competition:
Conclusions from the market analysis together with internal SWOT and
identified strategic risk areas form the basis for describing the market
opportunity
Market
dynamics
Macroeconomic
outlook
Competitive
landscape
Internal SWOT
Regulatory
environment
Internal
assets /
Technology
Short-term objectives, sales targets, market share and brand awareness, will be
set against the market opportunity and supplied as input to the business planning
team
Analysys Mason will develop an overall market entry strategy statement, clearly
demonstrating which main directions are necessary to reach stated objectives
Market analysis
Market
dynamics
Macroeconomic
outlook
Competitive
landscape
Internal SWOT
Regulatory
environment
Market position
Consumer
Company
A
Positioning values
Price
Company
Company
B
Price
NW/QoS
Service
Service
portfolio
Customer
service
Premium
Leader
Broad
Leader
Company C
Leader
Adequate
Narrow
Basic
Company A
Moderate
Adequate
Medium
Basic
Quality
Company B
Business
The brand strategy explains which values are important to communicate in order
to enhance the companys relationship with its customers
Strategic directions in all functional areas; products & services, pricing, brand &
communication, sales & distribution and customer service further detail the
overall entry strategy. Finally, the launch phasing section explores the various
viable market entry options, their pros, cons and pre-conditions
Internal
assets /
Technology
Market
dynamics
Macroeconomic
outlook
Competitive
landscape
Internal SWOT
Regulatory
environment
Internal
assets /
Technology
The commercial market entry strategy must work in unison with business
planning and technical team to ensure a coordinated market entry
approach
Business plan
and budget
Technical roadmap
and roll-out plan
The overall project management office (PMO) coordinates the roles of different
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 client entities, with the objective of handing over the running of the
business to the client
Network
deployment
Vendor
interactions
Site acquisition
reporting
Installation
management
Regulatory
support
Interconnect
negotiation
support
Back-end
support
Customer care
Billing
Regulatory
lobbying
support
Organisational management
Source: Analysys Mason
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
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
Analysys Mason produced a complete market entry strategy and detailed tactical
launch plans, allowing our client to formulate a clear and differentiated market
position with aligned market offering, pricing, communication, customer service
and sales & distribution structure. This enabled complete stakeholder buy-in and
efficient launch plan execution
Market position
Q1 Q6 objectives
Residential
Market share
Subscribers (thousands)
Q1
Q2
Q3
Q4
Segment A
Q5
Quality
Price
Business
Q6
Segment B
Sales and distribution network
Market share
Market offer options
Type of approach
Large
distributors
Description
Segmented packages
P1
P2
Over the
counter
wholesale
Own
stores
Direct
sales force
Small
distributors
P3
P4
Points of
sale
Authorised
retailers
Residential
market
Business
market
Client type
Analysys Mason developed a robust strategy for entering the mobile market by developing alternative
service propositions and marketing strategies and analysing different technology options (UMTS, CDMA
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
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
Analysys Mason provided insight into successful market entry strategies employed by late mobile
entrants and examined markets and operator performances where spectrum obtained initially or
permanently constrained to offer limited mobility services
Analysys Mason worked as part of a wider team which included the client's senior bid team, a technology
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 local mobile market, product propositions and channels to market
Investment bank
Analysys Mason carried out a comprehensive market and technical due diligence, covering all elements
of the core business of the operator, including operations, technology, sales and marketing, information
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