U.S. Market Entry Strategy Assessment for a Cleaning Products Manufacturer
Clarkston Consulting recently partnered with a consumer products client on a U.S. market entry assessment. Read a synopsis of the project below or download the full case study.
Download the U.S. Market Entry Strategy Assessment Case Study Here
A leading player in the global cleaning supplies industry was looking to expand its footprint into the U.S. market. The client primarily operated outside of the U.S., developing cleaning products focused in the highly innovative and premium categories.
The client has an initial presence in the U.S. in a technically advanced and regulated cleaning industry sub-segment, but they saw an opportunity to explore growth avenues through other niche, but much larger, cleaning market sub-segments. The client conducted comprehensive research to understand their positioning in the market and how their product and brand offering stacked up against the competition, but they needed support to pressure test and further refine the work to elevate findings for their board of directors.
Having worked with Clarkston in the past on a different market entry project, the client recognized the need for external expertise and chose to again partner with Clarkston to validate their research and enhance their market entry strategy. Clarkston’s role included testing hypotheses, gathering additional insights through voice of the customer interviews, and developing a structured framework for a compelling market entry plan.
In addition to providing strategic framework recommendations and additional U.S. market entry research, the Clarkston team validated and challenged market assumptions made by the client team with voice of the customer findings from the expert interviews conducted with end users of the sub-sector cleaning products. These insights were valuable to pressure test the feasibility of the market entry strategy set forth to the board.
The result was a clear, actionable roadmap for U.S. market entry helping our client define “where to play” (which customer sub-segments) and “how to win” (the capabilities and product offering required to succeed). This comprehensive plan outlined costs, benefits, and the potential for capturing market share, all backed by expert research and market understanding. With this robust strategy, the client was well-equipped to make informed decisions about their expansion into the competitive U.S. market, laying a solid foundation for potential success in this new business landscape.
