The Process
KK systematically guides its clients through the process of identifying market opportunities in the United States and then helping them to develop and manage the resources to secure those opportunities. This marketing management process is essential to ensure the long term profitability of the U.S. program and the overall coordination of the corporate mission.

The Method
To minimize financial risk KK has defined a sequence of measured steps / activities which, when followed, are proven accurate predictors of U.S. market success. These steps also provide the outline and substance of the U.S. sales & marketing program. Each step in the diagnostic serves as a milepost in determining the viability of the project. When mileposts dictate, mid-course corrections are made and the project is re-assessed.

		STEP 1 Company & Product Evaluation
		Analyze the assets of the company (equipment, capacity, management structure, production/packaging/delivery capabilities) to determine the ability to supply the U.S. Do a preliminary assessment of the products and product mix to determine their suitability for the U.S. Take our free online readiness diagnostic evaluation now!

		STEP 2 POSITIONING
		Have a clear understanding of your product's position on the U.S. market. Identify the major competitors by both product category and by niche markets. This will include price and product comparisons as well as a review of promotional and incentive programs. Identify the most likely targets (market segments) that will bring initial profitable success in the U.S.

		STEP 3 STRATEGY
		From the market intelligence gathered in step 2 (positioning) formulate effective strategies based on accurate data. Assess competitive strategies for market penetration. Determine on what basis (price, product positioning) to introduce product. Identify key distribution and sales channels based on distribution pricing structure and positioning analysis. Identify strategic partners in distribution (buyers, distributors) in KK's network who have expressed a sincere interest in promoting our client's product(s). Establish a pricing policy and actual price lists based on preferred buyers / distributors mark-ups/requirements. Establish a list price list and a discount structure based on distribution requirements.

		STEP 4 PLANNING
		Forecast 1-3 year sales and establish a budget as a percentage of sales to meet target. Structure an action plan designed to prioritize activities that will help achieve sales goals. Determine the dedicated corporate support (administrative, sales & service) absolutely necessary for the U.S. program. Build a portfolio of all sales materials and define promotional activities (trade shows, advertising) to support the U.S. program

		STEP 5 IMPLEMENTATION
		Implement the Action Plan with those partners who have made a commitment to promote the product(s). Design the administrative tools and internal support program for the U.S. market

		STEP 6 MAINTENANCE
		Manage on the long term your sales network providing detailed reports of activities and sales. This is optional but most often our customers wish to continue their business relation with KK making sure sales are steady.