Market Expansion Opportunity Analysis for Adigy Canada

This project develops business and marketing strategies for the expansion of Adigy Canada, a medical heart telemetry device developer, into the golfing market. It researches the needs of this market, analyzes industry forces and recommends target market segments, a business model, distribution channels, and marketing strategies. The design and marketing of a training aid product is recommended as this segment of the golf industry seems to have a medium to high level of attractiveness. The recommended market segments to target are the average and good golfers clustered in the mid-west US. The golf equipment stores and online/phone channels are suggested as the distribution channels. The advised development and marketing strategy is to work closely with the leads generated during this research to develop the first version of the product followed by a second phase of design improvement consisting of working with pioneers of the market before introducing the product to the mass market.