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Also known as: go-to-market, market launch strategy

Market Entry Strategy

TechnicalStrategies

Definition

Market Entry Strategy: Market entry strategy defines how a company will enter and compete in a new market—including target segments, positioning, pricing, and channels. Entry strategies range from direct competition to niche dominance to disruptive approaches. The right strategy depends on competitive dynamics, resources, and risk tolerance.

Example Usage

“Our entry strategy targeted underserved SMBs ignored by enterprise vendors. Once dominant there, we expanded upmarket.”

Common Misconceptions

Enter the largest market segment. Dominating a small segment first often beats competing broadly.
Low price wins market entry. Premium positioning can work for differentiated products with clear value.
Copy the market leader's strategy. Challengers often succeed with different approaches than incumbents.

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