Developing A Market Entry Strategy

Using Competitive Landscape Maps as a Positioning Tool

Developing a Competitive Landscape Map ("CLM") is a very important early step in developing your market entry strategy and getting other people to understand it. There may be several of these maps (see samples below) charting different market variables that are significant to customers in that market. There should almost always be one that uses quality and price as the X and Y-axis. Additional maps will look at other key dimensions, significant in that space to customers, or dimensions may be major product differences. Sufficient competitive intelligence should be done on each potential competitor to understand its size/resources, current market position, sales strategy, target markets, and other factors specific to the industry. On initial market entry, it is always best to position yourself where no one else already is on this map. When you do this you are not selling head-to-head on day one while you are weakest. This would...

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