CASE STUDIES
US Entry Challenges
Over the years we've found that across industries there are common challenges facing companies
looking to enter or expand their US marketing efforts. These issues are outlined here and Case
Studies in various industries listed below (and linked on the right) will describe the project
and its results.
- Deciding which products/service offerings to choose for entry
- Developing a US-focused marketing plan and strategy for already developed product(s)
- Identifying new/creative applications/segments for existing products/services
- Executing deep research to enhance marketing decisions
- Doing a thorough evaluation before investing in the US-to make an informed go/no-go decision
- Creating a go-to-market strategy for new products in development
- Implementing an innovation or the "killer technology"
Textile Company
A consumer textiles company, with 200+ items in their product line, was deciding which to
export to the US market.
GCP Recommendation
- 100% cotton flannel sheets for entry
- Due to OSHA restrictions, can't be produced in the US
- Client offered greater value than competitors in China and Portugal
Impact/Results
- $60 million in US sales for sheets
- Now, successfully sells designer textile goods
- Primary home country competitor went bankrupt
Memory Product Innovator
A flash memory product company was determining which 2nd generation technology format they should market in the US as the 1st generation matured
GCP Recommendation
Team created a methodology for evaluating market potential and optimal pricing for each of the emerging formats.
Impact/Results
Company used team insights in upgrades to first generation product and is now rolling out second generation using the information from the team's research.
Scooter Producer
Company had existing product and existing channel. They wanted to pursue non-medical market for their scooter targeting senior population
GCP Recommendation
Team determined that the target population viewed it as a product to be sourced through medical channels with limited possibilities for alternatives
Impact/Results
Company hired a team member for successful new channel test. Refocused on appropriate channels.
Risk mitigation plan to address partner risk
Telecommunications Infrastructure
Company faced declining sales due to reduced telco spending and was focused on existing "big telco" segments for its infrastructure equipment
GCP Recommendation
Company's product wasn't appealing for the traditional segment and recommended pursuing Public Safety segment with supplemental distribution
Impact/Results
Company realized a $2-3 million opportunity on sales base of $5-7 million and realized sales turnaround. Team also identified and prepared for a medium term application in another segment
Ecuadorian Water
Well-established Ecuadorian bottled water company trying to entire US market with a high-quality product
GCP Recommendation
Team researched opportunities and determined that a very narrow segment was the appropriate target. Team designed very tactical, marketing mix
Impact/Results
Within a few months of finishing the project, the team's implementation plan resulted in a dramatic increase in sales with very limited investment to pursue the targeted segment
Power Equipment
Company had background in hi-fi equipment and wanted to enter the US market with UPS (uninterrupted power supplies)
GCP Recommendation
Team realized there was no cost advantage or other differentiation to their UPS system. Recommended no-go after looking at multiple options for entry.
Impact/Results
Company had resources to invest in more promising cellular technology. The firm's market capitalization grew from less than $50 million to approximately $1 billion in 1997/8 due to effective investments
South American Fish Producer
Company was selling private label salmon but wanted to expand by entering into its own product offerings
GCP Recommendation
Team delivered a branded strategy and assisted with positioning, packaging and brand planning. Team analyzed channel options and targeted channels
Impact/Results
Firm received a $10 million contract to sell their branded salmon through Sam's Club/Wal-Mart. 200-fold return on their investment in the GCP's services from just one contract
