Go-To-Market strategy and implementation.


What is a Go-To-Market Strategy?


How does your business connect with its customers? How do you go from the initial connection with a potential customer to the fulfillment of your brand promise? How do you deliver your unique value to your target customers? The answers to these vital questions define your Go-To-Market Strategy.


Your Go-To-Market Strategy brings together all of the key elements that drive your business: sales, marketing, distribution, pricing, brand development, competitive analysis, and consumer insights.


It provides a strategic action plan that clarifies how to reach your target customers and better compete in your marketplace. Go-to-market strategies can be applied to new product launches as well as existing products and services.


A Go-To-Market Strategy has numerous benefits. It helps your business to:

- Reduce delivery time to market;

- Reduce costs associated with failed product launches;

- Increase ability to adapt to change;

- Manage innovation challenges;

- Ensure effective customer experience;

- Safeguard regulatory compliance;

- Assist a successful product launch;

- Avoid the common market pitfalls;

- Establish a path for growth;

- Clarify a business plan and a direction for all.


Developing a comprehensive Go-To Market Strategy is an investment in time and resources, but in return, it illuminates and ensures a viable path to market success.



What’s Inside Your Go-to-Market Strategy?


The goal of a Go-To Market Strategy is to improve key business outcomes. This is mainly accomplished by adapting to the evolving needs of your customers.


To create an effective go-to-market strategy for your business, you want to create a detailed plan with the following six ingredients:

1. Markets: What markets do you want to pursue?

2. Customers: Who are you selling to? Who is your target customer?

3. Channels: Where do your target customers buy? Where will you promote your products?

4. Product or Service: What product or service are you offering? What unique value do you offer to each target customer group?

5. Price: How much will you charge each customer group for your products?

6. Positioning: What is your unique value or primary differentiation from similar products on the market? How will you connect to what matters to your target customers and position your brand?


If you can concisely and effectively answer these six questions, you’ll be in the position to formulate a successful Go-To Market Strategy.


In line with this, Kontaras focuses on the best strategy to enter the market, such as visiting Southeast Asian countries, highlighting the importance of relationships for finding a good partner and the best use of agents and partners.


To illustrate, many US and EU investors and exporters have successfully used agents, partners or distributors to serve the  Southeast Asia markets, while over 5,000 US and EU firms have set up operations in the area. SEA firms are aggressive when it comes to representing new products and usually respond enthusiastically to new opportunities. It is also important for US and EU firms to visit their representatives and maintain close contact with them.


For SEA buyers, there are three main factors: price, quality and service. Western investors and exporters should take note that competition is strong and buyers expect good after-sales service.  Selling techniques vary according to the industry and product and are comparable to the techniques used in most other sophisticated markets.



Parthership, Co-Investment and Risk sharing.


Risk sharing is about developing strategic relationships with partners. It is an integrated approach to deliver great value for both Kontaras and its partners, working as a team.


Just as Kontaras had to make a substantial investment in market development and readiness, each of these partners had to invest their own efforts and resources in a range of areas, such as presence planning, delivery and maintenance. This collective effort is done in order to help create a world-class service or product in local markets.

The principle behind this concept is simple. Those partners required to make the largest investment would then be entitled to a proportional amount of the revenue, as the project realized its goals. 


Kontaras will be able to provide ways to:

- focus each partner on the link between investment and profit;

- bring suppliers together to meet an overall objective;

- allow partners more freedom, without being constrained by the details and procedures of a traditional contractual arrangement;

- pool the best go-to-market practice;

- encourage the integration of cultures and skills;

- engage all parties in achieving strategic goals.


South East Asia markets overview, intelligence and trends.


Understanding market trends is important for your business to maximize its opportunities and remain competitive. Moreover, you need to conduct market research on your competitors, since it is vital to constantly be aware of what they are doing. This will essentially help predict their next moves and exploit any weaknesses.

Kontaras can give you the answers you need on:

- Demand for your product or service - is it growing or shrinking?

- Current general economic and market trends;

- Possible changes in consumer requirements and behavior in the future;

- Competitors’ offered services and their rates;

- New products in your competitors' pipeline - could they make yours look outdated?

- How competitors are changing - what are their possible plans?

- Competitors’ marketing and promotion strategies overview;

- Forthcoming legislation which could affect your market.


In addition, we prepare reports on regional data, citing key economic indicators, IT and e-commerce trade statistics, countries dominant in the market, and market shares.


Kontaras aims to give client insights on which nations are good to invest in and why, as well as other issues that affect trade, such as digitalization, political situations, and trade agreements. Overview of best prospective sectors, major infrastructure projects, significant government procurements and business opportunities are also provided to give interested partners the full perspective.


For example, investors and exporters will find a promising market for the following industry sectors in South East Asia: aircraft and parts, medical devices, environmental control equipment, computer hardware, software and peripherals, telecommunication equipment, laboratory and scientific equipment, oil and gas, semiconductors, industrial automation and education.