Formulate the entry strategy for a specific segment of the Indian market for a division of one of India’s largest information technology products and services companies

Client: $2 Bn Indian operations division of one of India’s largest information technology products and services companies.

Assignment:  The client’s information technology hardware division had been focussed on the enterprise segment of the Indian market. New segments had emerged and were growing rapidly. The Client felt ill-prepared to address the new opportunities. The consulting assignment was to formulate the entry strategy for a specific segment of the Indian market.

Project:  Carry out sub-segmentation of a specific rapidly growing market segment. Selecting and targeting one or more sub-segments, developing market entry strategy for them, and recommending sales transformation and customer engagement initiatives.

Services provided:

  • Conducted a depth interview based qualitative market research of a sample of customers from the emerging market segment. Determined value drivers and mapped them to Client’s strengths and weaknesses.
  • Based on the research and leveraging the insights of Client’s senior managers, developed a framework for sub-segmentation of the target market. Carried out segmentation and identified target sub-segments for Client to pursue. Wrote a report on sub-segmentation, strategy recommendations and presented it to the operating management team of the Division.
  • Conducted a workshop for sales team to convey and embed sales strategy, how to identify and select customers belonging to the target sub-segments.
  • Worked with sales management team to facilitate development of go-to-market strategy for the target sub-segments.

Read the case study Targeting High Growth Opportunity.

 

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