Developing a Go-to-Market Customer Strategy for Shirohato’s Australian Expansion

THE CHALLENGE

Shirohato, a leading Japanese manufacturer of face mask products, wanted to expand into Western markets and kickstart a global growth journey. In order to do so, Shirohato recognised that they needed to devise a consumer focused Customer acquisition Strategy that would assist them to enter into the Australian market.

The Strategy Group partnered with Shirohato to provide clear guidance on a detailed Go-To-Market Strategy – a step-by-step guide to help execute Australian expansion.

“This has been one of our most interesting and challenging projects, especially in the face of COVID19. We are delighted to provide Shirohato with an actionable entry strategy into the Australian market at such an important time.” 

– Dr Jeffrey Tobias, Managing Director, The Strategy Group

 

THE APPROACH

CONDUCTING CUSTOMER RESEARCH USING A VARIETY OF METHODOLOGIES

The Strategy Group used Design Thinking methodologies to conduct research into Australian mask-wearing beliefs and habits. We used a mix of quantitative and qualitative research methodologies and engaged with over 1000 people across the Australian Eastern Seaboard. This research was conducted to understand previous product usage and verify consumer preferences, purchase intent, channels and pricing for a range of Shirohato’s products.

CONDUCTING A SERIES OF TESTS TO VALIDATE PACKAGING,’TRIAL AND REPEAT’, COSTING AND CHANNELS

The Strategy Group wanted to conduct a series of agile experiments and tests to validate our findings from the research. We were keen to uncover and validate product preference, pricing strategy, and channels for Shirohato’s current range of products in order to solidify the go-to-market product offerings. As part of the tests we conducted a series of online tests to drive traffic to a website to determine propensity to purchase. During this time we also contacted various distributers  and brokers/agents that represent pharmacy brands to understand their interest in Shirohato’s current products.

THE OUTCOME

 

A MARRIAGE OF DESIRABILITY, FEASIBILITY, AND VIABILITY TO PROVIDE A GO-TO-MARKET STRATEGY ACROSS TWO HORIZONS

The Strategy Group conducted significant research and agile experiments to assess desirability, viability and feasibility across a range of Shirohato products.

Using this evidence we outlined a detailed step-by-step Australian Go-To-Market Strategy for Shirohato across two horizons. Each horizon comprises a detailed Business model canvas that builds upon each other and will allow Shirohato to scale when the organisation is ready.

This Strategy will serve as a guide to their first step to global expansion.

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