Value proposition: What is the strategy to enter and expand in a new Growth Market?

When considering to enter a new market or region, a company needs to assess the attractiveness of new Growth Markets, identify the right customers and evaluate what products or services to take to market at the correct price

Market potential - Key considerations:

  • Does the market offer enough value and  volume for investments to pay off?
  • What is the opportunity, size and growth rate of the particular sector?
  • What is the competitive landscape for the product/service?
  • What are the major trends in the sector and how are they evolving?

Customer segmentation - Key considerations:

  • Should Growth Markets be segmented by income, geography, culture and need?
  • Where do these target consumers live and what is their spending power?
  • How do target consumers prefer to purchase and how does this change across channels?

Product/Service and pricing - Key considerations:

  • Can target consumer segment be optimally addressed with existing product/service suite?
  • How can you be locally competitive and address customer preferences and regulations?
  • What is the pricing threshold for your target consumers?
  • What is the most appropriate positioning for your product to attract target consumers?

Related research and insights

China entertainment and media outlook 2015-2019

China has seen rapid growth in the entertainment and media industry in recent years which is forecast to rise at a compound annual growth rate (CAGR) of 10% over the coming five years, compared to global with a CAGR of 5.1%. Among the 13 E&M segments, China is marked out by explosive growth in a number of key segments. These include internet advertising, filmed entertainment and video games. This China edition, which is first time launched, includes data forecasts and commentary of 13 key segments of China only, this gives an opportunity for us to examine how shifts in spending will reshape the industry, and how consumers, advertisers, content creators and digital distributors are responding to these shifts over the next five years.

Contact us

David Wijeratne
Partner, PwC’s Growth Markets Centre
Tel: +65 6236 5278

Alastair Rimmer
Global Deals Strategy Leader
Tel: +1 (646) 471 0131

Shashank Tripathi
Strategy& Leader, India
Tel: +91 98196 78900

Shi-Chieh "Suchi" Lee
Global International Tax Services Leader
Tel: +1 (646) 471 5315

John Jullens
Principal, PwC US Strategy&
Tel: +1 313 394 3622

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