Determining the market potential of an innovative consumer product in several target countries
The market launch of innovative new products often involves a great deal of uncertainty. In order to successfully manage its product launch, a leading global consumer electronics manufacturer faced the challenge of knowing the market potential of a new and innovative product. To make the situation even more complex, the product was to be launched in different countries around the world. The company needed well-founded assessments of the market potential in the respective countries to be able to identify and target specific core markets.