個案資料

The greatest business successes in history have stemmed from the ability of companies to capture new markets. Yet traditional business strategy in established fields does not provide appropriate guidance for capturing new markets, and a distinctive approach is essential. In crafting strategy for new markets, firms should pay attention to five critical ways in which their approaches should differ from strategy for established markets: 1) generate demand before vanquishing competitors; 2) time market entry rather than move immediately to exploit opportunities; 3) sell to customers directly before leveraging powerful sales channels; 4) win in targeted footholds prior to targeting big markets; and 5) retain flexibility instead of trying to leverage fixed costs. While discussing these guidelines, this article examines the conditions for early-mover advantage and explains when to use “superhighway” or “country road” sales channels. Large firms often spend a great deal of time charting customer segments, studying price sensitivity, and estimating demand for new markets, yet data on new markets are either backward-looking or fictional. The success or failure of a new venture often comes down to identifying a handful of risks up front, and managers should target foothold markets once risks are identified.

• Growth Strategy
• Market Entry
• Sales Channels
• Foothold Markets
• Early-mover Advantage
• Risk Assessment