UK Market Entry Plan – (MBS Practicum)

Months

Corporate Accounts

First Class Honours

The UK Market Entry Plan was the cornerstone of the first part of the Master's in Business Strategy in the Irish Management Institute. It followed 15 months of work in the Dublin and Sheffield offices of Auxilion, a subsidiary of I.T. Alliance Group.

Auxilion is a global award-winning cloud transformation and support company. Auxilion moves corporate and public sector ICT real estates to the cloud and support them up there, thereafter.

UK Market Entry Plan

The UK market entry plan consisted of four main sections:

  1. Company Analysis
  2. UK Market Assessment
  3. UK Market Entry Plan
  4. Performance Review

1. Company Analysis

This first section articulated the current business situation of Auxilion. This included the operational structure of the company, current clients, solutions offerings, financial status and current routes to market.

2. UK Market Assessment

This section was divided into four sections - market opportunity, competitor analysis, market research and needs assessment.

Market Opportunity

This is a key section in validating the UK as our first international market. As such, there is a detailed analysis of industry trends in the UK, market segments, objectives and challenges, and which solutions are of primary value to the market. Finally a PESTLE analysis summarises the key points and highlights any other factors in the external strategic environment.

Competitor Analysis

This section details the primary competitors in the UK cloud computing space, their strengths and weaknesses, and their overall strategic priorities.

Market Research

I conducted an extensive research project before leaving for the UK, leveraging the Market Research Centre in Enterprise Ireland's HQ in Dublin. This provided valuable information on wider industry trends in the UK cloud computing market, and allowed me to build a list of companies in our target segments using BvD Orbis.

Needs Assessment

This section looked more closely at Buyer Persona and the key influencers in the decision-making process. Further, it articulated our prospect qualification criteria to ensure time was spent developing prospects that represented a commercial opportunity.

Finally Auxilion's value proposition was analysed and reimagined to reflect the progress of the business. This research and its result were included here.

3. UK Market Entry Plan

This section described the market entry strategy as was laid out before I moved to Sheffield, how the plan was executed in reality and why the strategy evolved.

The initial plan involved a mix of direct marketing campaigns, LinkedIn marketing and traditional networking. As time progressed and test campaigns were conducted it became clear that our direct marketing efforts were not providing the same return as the other two channels.

In essence, leveraging our professional networks in the UK, both online and off, proved most successful in generating meetings with these large corporate accounts.

4. Performance Review

Finally, this section surmised the results of my time in the UK and contrasted the company position at the beginning and end of the project.

A number of opportunities with large, 250+ user, UK corporates were progressed to the pre-sales team from numerous leads. In addition to in-depth market and customer research, reach out to 2,000 accounts and contact networking.

Summary

The market entry plan was well received both by the management team in I.T. Alliance as well as the assessors in the IMI, earning a 1.1 First Class Honours grade.

Due to the commercial nature of the document I haven't made it accessible online. However I would be happy to discuss my international business development experience with you directly if it's relevant to your business situation.

Contact me to find out more.