PDF, 3464 KB - Roland Berger
PDF, 3464 KB - Roland Berger
PDF, 3464 KB - Roland Berger
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In case of a thorough analysis, market entry risk in Russia can be<br />
well managed and significantly reduced<br />
Steps of the market entrance strategy development – Illustration<br />
Market analysis<br />
Products and<br />
target clients<br />
Development of<br />
the business<br />
model<br />
Evaluation of<br />
different sites<br />
Preparation for<br />
implementation<br />
• Development of the<br />
client markets<br />
• Competitor activities<br />
• Development of the<br />
suppliers market<br />
• Evaluation of regions<br />
• …<br />
• Identifying target<br />
clients and best ways<br />
of approach<br />
• Definition of the<br />
launch product<br />
portfolio<br />
– LowCost truck<br />
– Today‘s truck<br />
• Sales volume<br />
forecast<br />
• …<br />
• Development of the<br />
Marketing and Sales<br />
strategy<br />
• Definition of the<br />
procurement<br />
strategy (incl.<br />
localization)<br />
• Definition of the<br />
added value<br />
share/production<br />
flow<br />
• Development of the<br />
logistics concept –<br />
long distances to be<br />
considered<br />
• Evaluation of<br />
alternatives<br />
considering following<br />
issues:<br />
– Infrastructure<br />
– Duties and taxes<br />
– Business<br />
incentives/<br />
subsidies<br />
• Business Case<br />
(rough) as a basis for<br />
decision making<br />
• …<br />
• Selecting market<br />
entrance form based<br />
on the experience of<br />
other companies<br />
• Development of the<br />
action plan<br />
• Clarification of legal<br />
issues<br />
• …<br />
• Personnel and F&E<br />
concept<br />
• Definition of service<br />
and aftersales<br />
network<br />
Source: <strong>Roland</strong> <strong>Berger</strong><br />
MUC-90007-497-09-03-E.ppt 38
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