An International Stationary Market Entry Strategy

Together with international consultancy Kantar Consulting, we procured and analysed retail audit, advertising, and media audience data, whilst undertaking in depth consumer insights research. We also conducted in depth interviews with a wide range of industry operators, including competitors, modern trade managers, traditional trade shop owners, and distributors, We supplemented this with extensive desk research of import and production statistics sources in the public administration, and discussions with industry bodies.

The output of this research was a comprehensive study, delivered as part of a one-day workshop. This included an assessment of the Iranian market, focusing on: the socioeconomic, cultural and political frameworks for doing business in Iran; the general economic climate; demographics and consumer segments; the advertising and media landscape and related costs; sanctions and the legal frameworks for investing in Iran; and finally an overview of e-commerce in the country.

In addition to this, Certius provided guidance specifically on the Iranian stationery market, presenting our evaluation of the market size and structure; assessment of existing competition; trade and channel analysis; findings regarding typical commercial terms; and summary of the value chain.

Certius and Kantar Consulting concluded the workshop with a summary of recommendations which included: key findings from our analysis; success criteria for doing business in the Iranian stationary market; an assessment of the company current positioning and capabilities vis a vis said success factors; and best practice on how to penetrate the Iranian market.