Market Development - Project Course

The preparation phase consists mainly of an estimation of general future market trends, the positioning of relevant competitors and of expectations in terms of objectives and achievements of the project. Interviews and discussions with stakeholders and experts form a very important part and are inevitable in order to determine the project in terms of objectives, scope and course of actions.

In this phase the analysis of market and product details such as the competitiveness of the product range with regard to specification and pricing is conducted. Furthermore expectations of trade customers towards suppliers in terms of margins and marketing support, the validity of specific distribution channels for the own distribution strategy and important regulatory requirements are collected and analyzed.

The above-mentioned details are combined to business cases consisting of important key figures. The description of growth scenarios also includes organizational requirements with regard to capacities, capabilities and management structure. Finally, the management of the company will make a decision of their favorable scenario.

Throughout the fine-tuning of the preferred solution the product road map, the distribution extension and marketing activities for each target market are defined. Also, a major focus will be placed to involve all stakeholders and functional experts of the corporation in order to gain their active support for this project.

In preparation of the project implementation a detailed task list with persons in charge as well as a timetable including milestones is set up. In order to steer and control the project process, a controlling body will be established and equipped with adequate decision-making power. The decision-making processes and a set of suitable KPI ought to be defined to ensure a successful project course.