Market Entry

Firm was a small Technology Solutions Company that focused on helping large companies use the Internet to link their small and midsize business partners. The Company had a very robust platform and superb technology that could be used to serve a plethora of industries. Company management retained consultants to help them determine which were the most attractive and beneficial markets they should target.

After the target markets were identified, the Company realized they still needed help. This was to answer their primary follow up question, "Now that we know where to target, how do we successfully enter into these markets?"

Michelle Faustin of MJF was brought in to help the Company enter the new markets identified during the first phase of the analysis.

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The actions taken to answer this question consisted of the following:
Customer Segmentation & Needs Analysis - Conducted customer segmentation and needs analysis. Needs Analysis was key, as it was imperative that both the realized and unrealized needs of customers were identified.

- Within the target market, who had the greatest need for these services?
- Did they know it? (Realized) Did they not know it? (Unrealized - Need to be educated)?

Customer Segmentation


Created and gave Company a 5-step process on how to successfully enter the market and position themselves based on customer needs they could fill.


Marketing & Sales Strategy- Co-Led strategy and execution efforts for Sales and Marketing?
- Created distribution strategy for sales force, assisted with product formulation and design, worked on marketing and communications strategy (marketing message, promotion strategy, positioning, marketing materials (brochures/ pamphlets), etc.) performed pricing analysis, developed sales tools (including sales scripts and positioning documents), and provided a specific ranked target account (customer) listing.

Note: After successfully completing the market entry strategy and roadmap for the 1st market (Pharmaceutical Distribution), the approach and process was replicated for the 2nd market (IT Distribution) as well.

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Recommended that the Company target the larger potential clients first. Specifically, the ones that had immediate needs due to competitor actions and greater risk of losing clients that their technology and products could capture and/or prevent.

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Within 2 weeks -First market was successfully entered into - Market entry strategy was designed and executed. Company successfully entered the $95B pharmaceutical distribution industry. The strategy was presented and achieved buy-in from senior management and the Client's sales force.

Within next 2 weeks -Second market successfully entered into & SMT/ managers trained
Market entry strategy was adequately designed and executed, as the Client successfully entered $196B Information Technology distribution industry.

In addition, senior management requested that their management team become educated and trained on this market entry strategy. Therefore, MJF created a "how to guide" and taught the market entry approach to client management to enable case study replication for other market segments.