MXV Consulting

CASE STUDIES: MARKET ENTRY

SEGMENTATION STRATEGIES FOR B2B MARKETS

Situation

Our client, a leading provider of technology products and solutions, was looking to enter a new B2B market. Our mandate was to develop a market understanding and segmentation strategy for the company

Insight

Our analysis of the global market led us to identify more than 20 possible opportunity areas for the client. We identified market concentration and account size as two key determinants of success. The former would impact the depth of the sales funnel and the later would be critical for building scale rapidly.

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Impact

Our segmentation strategy enabled the client to focus their resources, sales strategy and approach towards market development. They have been able to penetrate the market rapidly and create a strong differentiated position for their solution. Many of their competitors continue to have unfocused approach towards the market and are consequently struggling to build scale.