GO TO MARKET STRATEGY (GTM)

WHAT: A go-to-market (GTM) strategy is the way in which a company brings a product to market. It generally includes a
business plan outlining the target audience, marketing plan, and sales strategy. Each product and market are different,
therefore each GTM strategy should be thoroughly thought out, mapping a market problem and solution a product offers.

HOW: OBJECTIVE:

1. Vision – Define the

offering and strategy
and build alignment
with team & leadership
2. Readiness – Prepare
organization by
engaging the
stakeholders and
making functional
changes and
preparations
3. Launch – Preparing to
take the product to the
market, and ensuring
engagement with
customers
 PRODUCT LIFE CYCLE
WHAT: The product life cycle is the process a product goes
through from when it is first introduced into the market until it
declines or is removed from the market. The life cycle has four
stages - introduction, growth, maturity and decline. 
STRATEGY MATRIX:
Introduction Growth Maturity Decline
Product Limited More Models, Large no.of Eliminate
Strategy Models, Frequent Models unprofitable
Frequent Changes models
changes

Distribution Limited Expanded Extensive Phase out

Strategy Wholesale/Re Dealers, Long- Network, unprofitable A product life cycle spans four key stages:
tail term Margins drop outlets 1. Introduction: Concentrate on R&D and engineering,
distributors relationship
define product and create need with little or
Promotion Awareness, Aggressive Innovative Phase out no competition.
Strategy Stimulate Marketing, marketing Promotions 2. Growth: Emphasize marketing, manage rapid
demand, Stimulate growth, focus on quality, expect new entrants.
Sampling demand
3. Maturity: Focus on manufacturing and cost. Prices
Pricing Higher Fall as a result Prices Fall Price stabilize fall and competition intensifies.
Strategy development of competition (usually) at low levels 4. Declining: High-cost and low-share competitors exit,
costs
focus on being low-cost or a niche player.