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Market Expansion

The market entry service package is suitable for clients that need assistance in devising and executing an effective plan to expand into a new market or segment. For these clients, Integrow will develop a market entry strategy that will secure a sustainable competitive advantage and take into consideration the competitive landscape, potential barriers, windows of opportunity and timing concerns.

Note: It is recommended that a full strategic analysis be conducted prior to this stage (see “Planning and Strategy” section), but in some circumstance an abbreviated competitive, segmentation and partnership analysis can be conducted instead.

The stages of this engagement will include the following:

  • Opportunity brief development: assess potential and recommend scope of market expansion.
  • Path to market brief: identify and evaluate potential partners, trade and community organizations that can help reach out to the new market. Suggest a marketing mix (media, community, trade, events, etc.), budget and timeline.
  • Messaging adjustment recommendations: Identify relevant cultural and circumstantial contexts, customize positioning and narrative accordingly, considering language translation if relevant.

Once a market entry plan has been approved, the Integrow team can be involved (even exclusively if needed) in the hands on execution of the campaign including:

  • Approaching and establishing a relationship with selected key players.
  • Identifying and approaching relevant media contacts.
  • Developing marketing content to support the campaign.
  • Producing community and trade events.
  • Leveraging existing client relationship to create a buzz and promote the new campaign / offering.