We provide Market Development consulting services to our international clients since 1998.

After multinational companies launch sales in the emerging markets they understand such markets must be developed in the same way as the mature markets, i.e. new customers must be searched among the rivals’ clients; customers who do not currently buy products/services should be somehow approached; and new market niches must be created to extend the coverage; and of course not forgetting about sales increase among the existing customers.

We assist our clients in researching and understanding these possibilities, as well as in development of the market development strategies for the markets (or in adopting the existing strategies to the conditions of such markets).

Case study

Challenge: EU automotive producer had a clear strategy for its sales in CEE countries; at some stage of their business in the area the company hired us to do the Market Development project – to look for the possibilities to expand the customer base and increase sales.

Approach: ICG did a market survey in Russia and CEE countries – with emphasis in the car class native to the client’s business. The special attention was paid to: a) competition in supply of the cars with the same body style, features and customer base; b) search of the new potential niches – customers who would like potentially buy the target cars; c) demand and competition in the aftermarket – in part supply and services.

By the results of the research stage ICG developed few particular strategies for the car producer:

• A strategy for competition improvement – with emphasis in expansion of the distribution network in the Russian cities with population 0.5-1 mln people
• A map for potential new customer niches – like people of particular age and social status who are ready to buy the target cars at some circumstances; ICG also prepared a marketing plan for better accessing such potential customer niches
• An aftermarket strategy update – now with focus in aftermarket part support as a separate business unit in Russia and CEE; ICG also developed recommendations how to decrease the volume of "grey" and "parallel" import for the spare parts (interaction with the custom office, etc.)

Value: The car producer successfully integrated the our market research findings and recommendations into its strategy in Russia and CEE countries. The company started sales in few new customer niches identified with us, as well as increased their aftermarket business.