Project Management--Renaissance consultants

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[1st Case History]
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Marketing Strategy--Project Management

Companies seeking to enter new domestic or international markets must thoroughly analyze the market, including competition from other processes. They must clearly define the market potential in order to successfully penetrate the market.

The barriers to entry can be easy to overcome or formidable. These barriers vary (e.g. monetary, regulatory, technological, buying habits, patents, lack of name brand recognition, strong competition, etc.).

It is Renaissance consultants' experience that many companies fail to penetrate a market due to a lack of understanding the difficulties and the costs involved to dislodge a serious and entrenched competitor. Success in one field does not necessarily translate into success in a new market. Clearly defined marketing strategy and tactics, with procedures in place to continually monitor progress, are essential.

In today's global marketplace, both the strategies and tactics to maximize penetration into new and existing markets at the lowest possible cost and in the quickest possible time frames are essential.

Type of Company:	Manufacturer of assemblies and cable sold to industrial OEMs
Type of Ownership:	Private: Subsidiary of Swiss Company
Position:	Marketing consultants

Problem:	Foreign manufacturer had built a new plant in the U.S., but was unable to penetrate this market.
Action:	Retained with responsibility to establish and implement a marketing strategy to penetrate the U.S. market used project management techniques including milestone, due dates and budget to establish and implement an overall marketing strategy. Evaluated market/product potential and channels of distribution; pinpointed potential key accounts; and established public relation vehicles.
Results:	Marketing strategy plan was accepted and implemented--used project management techniques to successfully implement plan on time and within budget. Introduced client company to US market by arranging to get a front cover article published in a trade paper just prior to a major trade show at which we arranged for our client ti present a technical paper. The result was that the trade show was the springboard that catapulted the company forward and led to a dramatic increase in sales and the successful penetration of the US market.