Techno-EconomicStandard Methodology
Market Entry
AIA's approach to assessing new-market entry decisions, combining market-intelligence gathering with an explicit value proposition and technology/positioning choice before committing to a growth wave into new markets.
What it is
A market-entry approach that pairs proactive market intelligence (to identify markets the organisation can realistically win in) with a clear value proposition, before committing resources to enter a new geography or product market.
Problem it solves
Reduces the risk of entering markets without the information or right-to-win needed to succeed.
When to use
- A client is considering geographic or product-market expansion
- A 'growth wave' or new-market strategy is being developed alongside core-business protection
Key questions
- What markets do we enter, and what technology/positioning do we take?
- What information do we need on different markets to target markets we can win in?
- What value proposition drives competitive advantage in the new market?
Inputs
- Market intelligence and competitor data
- Existing core-market position
- Growth ambition and risk appetite
Steps
- 1Build market intelligenceGather the information needed to identify markets the organisation can win in.
- 2Define the value propositionEstablish a targeted growth-enabling value proposition for the new market.
- 3Sequence the growth waveSequence entry to protect and grow the core while entering new markets.
Outputs
- Market entry plan and value proposition
- Prioritised target market list
market entrygrowth strategyvalue propositionmarket intelligence
Related methodologies
Custodian: Corporate Support. Internal (staff access). Source: AIA_Methodologies_2024.pptx (slides 221, 222, 225).