We worked on market entry strategy for building materials manufacturer
Industry practice Chemicals & Building Materials
Functional practice Brand Portfolio Strategy, Customer Segmentation, Market Entry Strategy
Type of client Medium-size International Company
Study topic Market entry for a new player in Russian market
Client situation:
The clients had established building materials business in Europe and considered market entry into Russia.
How MCG helped:
MCG team ran initial market research for each assortment group within the Client’s product portfolio. The team built demand forecast for each product, provided detailed description of key competitors and clients segments. Additionally we ran interviews with the industry experts among competitors, buyers and distribution channels’ stakeholders and analyzed the industry dynamics (new capacities and new players, large construction projects and key trends). Based on the results of the research MCG developed recommendations on key sales regions, potential partners for the market entry and assessed major risks.
