Market Development Challenge

Every organization must identify what is considered to be the primary market development challenge at any point in time, especially during the initial three periods in the rollout of the business (launch, end year one, end year two) from among the three fundamental choices:

  • Create Demand – generate an awareness of the need for the product/service in the marketplace
  • Cover Demand – enable the offering of, and the delivery of, the product/service to reach existing demand
  • Compete for Demand – convince potential customers to buy your product/service versus a competitor’s
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