Hi,
in addition to the part of the framework discussed by the other coaches, I would insert a last step about the entry strategy, by presenting 3 scenarios: from scratch, M&A or JV.

Best,
Antonello

Hello ! Here is how i would approach such a case (just the 1st part)...It's clearly a Marketing + STP approach..However, to customize it, i would not call it STP and rather define a set of factors that would classify the launch as succesful...so my approach is as follows

Launching our product in the new mkt. is successful if

1. The launch generates high and profitable 1st time sales
2. The Mktg. & Sales activities would reduce churn among these newly acquired customers to increase customer lifetime value
3. Doing A & B successfully over a period of time will give us a strong position in a competitive market. Hence benchmark and differentiate from competition at every step

1. Generating profitable 1st time sale among target users
   • Identify target users
     • Segment target customers
     • Check value proposition fit (tools : benchmark w/ competitive products, focus group tests, market research, etc..)
     • Check Profit margin fit
   • Create Awareness
     • Marketing campaign
       • Online vs. Offline
       • General vs. Targeted
       • What is our marketing & brand message (language, content)
       • Who can be brand endorsers?
     • Budget requirement and allocation among Mktg. activities
     • B/mark and differentiate from Competition
   • Launch
     • Channels
       • Penetration rate among target customers
       • Costs and margins
     • Pricing and Promotions
     • Sales Team
       • Mgmt. Structure
         • Mgrs : Trasnfer-In from other offices? or Local?
         • Sales executives : Local with product-market knowledge?
       • Incentive structure
   • Risk Mitigation (by being aware of..)
     • Cultural factors
     • Administrative factors
     • Economic factors
2. Reduce churn among target users to increase CLV
   • Customer feedback mechanism
   • After sales related service
   • Sales team and channel incentive mechanism
   • Benchmark with competition and differentiate

The point (2) in my approach is just to go 1-step-further to show my understanding that the launch is meant to gain long term leadership position in the market (even though it is irrelevant to the specific objective of the case). Hope this helps.