The Process
TAI systematically guides its clients through the process of identifying market opportunities in the U.S. and then helping them to develop and manage the resources to secure those opportunities. This marketing management process is essential to ensure the long term profitability of the U.S. program and the overall coordination of the corporate mission.
To minimize financial risk, TAI has defined a sequence of measured steps/activities which, when followed, are proven accurate predictors of U.S. market success. These steps also provide the outline and substance of the U.S. sales & marketing program. Each step in the process serves as a milepost in determining the viability of the project. When mileposts dictate, mid-course corrections are made and the project is re-assessed. Throughout the process, clients remain informed and in control of costs and progress.
| Step 1: Company and Product Assessment |
Analyze the assets of the company (equipment, capacity, management,
production/packaging/delivery capabilities) to determine the
ability to supply the U.S. Do a preliminary assessment of the
products and product mix to determine their suitability
for the U.S.
For a FREE, detailed diagnostic analysis of your readiness for
the U.S. market, contact us and we'll get back
to you within 72 hours. |
| Step 2: Positioning |
| Gain a clear understanding of your product's position on
the U.S. market. Identify the major competitors by both product
category and by niche markets. This will include price and product
comparisons as well as a review of promotional and incentive
programs. Identify the most likely targets (market segments)
and sales channels that will bring initial profitable success
in the U.S. |
| Step 3: Strategy |
| From the market intelligence gathered in step 2 (positioning)
formulate effective strategies based on accurate data. Assess
competitive strategies for market penetration. Determine on
what basis (price, product positioning) to introduce products.
Identify key distribution and sales channels based on distribution
pricing structure and positioning analysis. Identify strategic
partners in distribution (buyers, distributors) in TAI’s network
who have expressed a sincere interest in promoting our client’s
product(s). Establish a pricing policy and actual price lists
based on preferred buyers/distributors mark-ups/requirements.
Establish a list price list and a discount structure based on
distribution requirements. |
| Step 4: Planning |
| Forecast 1-3 year sales and establish a budget as a percentage
of sales to meet target. Structure an Action Plan designed to
prioritize activities that will help achieve sales goals. Determine
the dedicated corporate support (administrative, sales & service,
etc.) absolutely necessary for the U.S. program. Build a portfolio
of all sales materials and define promotional activities (trade
shows, advertising, etc.) to support the U.S. program. |
| Step 5: Implementation |
| Implement the Action Plan with those partners who have made
a commitment to promote the product(s). Design the administrative
tools and internal support program for the U.S. market. |
| Step 6: Maintenance |
| Manage the long term your sales network providing detailed
reports of activities and sales. This is optional but most often
our customers wish to continue their business relation with
TAI, ensuring steady sales. |
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