PHENGICON · academic + live project, Bengaluru
Market Expansion Study
An entry decision with real budget attached. The study had to answer both whether to enter and how to reach the market once inside.
Role
Research lead
Timeline
2024
Tools
Primary surveys, Secondary research, Competitor mapping
The problem
The company needed to know whether a new regional market was worth entering, and through which channels.
The approach
Sized demand using primary survey data plus published category research.
Mapped competitors by positioning, pricing and channel mix.
Clustered respondents into segments by need and willingness to pay.
Recommended a channel-weighted go-to-market plan to leadership.
Results & impact
0
High-potential segments identified
0
Go-to-market plan presented
Identified 3 high-potential customer segments and presented a go-to-market media recommendation to leadership.
What I took away
A market study is only useful if it ends in a channel decision someone can fund on Monday.
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