Marketing Entry Strategy Formulation: A Hierarchical Modeling and Consumer Measurement Approach - Couverture souple
Synopsis
Understand how to plan a smart market entry with a practical, data‑driven approach. This book presents a model you can use to estimate a new product’s share, profits, and risk, helping you choose where and how to enter a market. In clear steps, you’ll see how to measure entry potential, position a new product, and balance expected returns with risk. The approach draws on real-world data from consumer brands and shows how to connect perceptions to purchases, pricing, and costs.
- How to estimate a new entrant’s market share and the impact of positioning
- How to forecast profit over a product’s life cycle and compare it to investment
- Ways to assess risk with simple, practical financial tools
- Methods to adapt the model for different industries and markets
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