Chapter 11: Problem 30

If you were developing a product (like a web browser) for a market with significant barriers to entry, how would you try to get your product into the market successfully?

Short Answer

Expert verified

To successfully enter a market with significant barriers, such as developing a web browser, one should follow these steps: 1) Identify the main barriers to entry, 2) Assess the market competition and find potential gaps, 3) Develop a Unique Value Proposition (UVP) that distinguishes the product, 4) Create an effective marketing and pricing strategy, 5) Provide excellent customer support and continuous improvement, and 6) Measure the success of the product and adjust strategies accordingly based on key performance indicators.

Step by step solution

Identify the barriers to entry

First, we need to identify the main barriers to entry for our product, such as high development costs, patent or licensing issues, strong competition, customer loyalty to existing products, and lack of brand recognition.

Assess the market competition

Next, we need to research the current market and understand the leading web browsers available, their features, market share, advantages, and disadvantages. This will help us to better position our product and find potential market gaps that our web browser can fill.

Develop a Unique Value Proposition

Based on the market analysis, we should develop a Unique Value Proposition (UVP) for our product that distinguishes our web browser from others and offers a compelling reason for customers to choose it. This could be in the form of innovative features, better user experience, improved security, or faster browsing speed.

Create a marketing and pricing strategy

To successfully penetrate the market, we should create an effective marketing and pricing strategy. This strategy could include offering our web browser at a lower price or even for free, creating strategic partnerships, offering exclusive deals with internet service providers, running online and offline advertising campaigns, and leveraging social media for promotion.

Customer support and continuous improvement

In order to retain customers and gain their loyalty, we should provide excellent customer support and continuously improve our product based on user feedback. This will help us to address any initial issues and improve our web browser's usability and performance over time.

Measure success and adjust strategies

Once our product is in the market, it is essential to monitor its success by measuring key performance indicators such as market share, user growth, user satisfaction, and revenue. Based on these metrics, we can adjust our strategies accordingly to ensure our web browser's continued success in the competitive market.

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