Market Research and Planning

In today's global markets, even the best ideas face long odds of success.  Name a niche market, no matter how narrow, and it is likely to be occupied by robust competitors vying with each other for advantage.  When technology-driven companies decide they have the competence to enter a new line of business, they need actionable information on the addressable market, from customer demand to acquisition opportunities. 

Deliverables.  Alan/Anthony conducts market research and develops marketing plans based on a client's specific goals, intended product or service offerings, target markets and planned investment.  Market research draws on -

• The client's experience in the market to date
• Interviews with the client's customers and prospects
• Published research data on market size and segments
• Review of publicly-available information on competitors
• Competitive intelligence interviews with competitors

From the research results, Alan/Anthony develops recommendations for market entry - including on occasion a recommendation not to enter the market - and the specific sales and marketing program required to achieve success. 

Example.  A multinational provider of communications services in extreme environments, ranging from submarine oil exploration to combat zones, sought to identify an acquisition target in southeast Asia that would permit it to complete a global, satellite-based service network, augmenting hubs in the US and Europe.  In addition to normal due diligence, the company wanted to identify a service provider with a complementary mix of business, reliable facilities and solid management.  Alan/Anthony developed a target list of independent satellite service providers in the region, developed intelligence on each one, then reviewed the data with executive and operational managers as well as the financial deal-makers leading the effort. We agreed with the client on a short list of desirable companies, based not only on their characteristics but on the political and cultural risks in the countries where they operated.  We then contacted the companies and held confidential exploratory talks on a potential acquisition, without revealing the name of the acquiring company.  From the results, the client selected two companies for face-to-face talks and concluded a successful acquisition of one company, which provided the client for the first time with a global footprint for its operations. 

Next Step.  To discuss your research and planning requirements, contact Louis Zacharilla at 212-825-1582 x102 or lzacharilla@alananthony.com. 

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