Developing a Market Entry Strategy for a Portfolio Company of Rusnano Management Company LLC

The present master’s thesis is devoted to the development of a market entry strategy for a portfolio company of Rusnano Management Company LLC with respect to the composite pylons for power transmission and distribution market and related markets. The strategy is developed within a national project where Rusnano Management Company LLC takes part in. In order to achieve the purpose of the thesis the key customers and market development trends are identified. As a result it is suggested to create a vertically integrated company that would engage in engineering and production of composite pylons (and their components) and also in the construction of composite power distribution and transmission lines. An original technique for developing a market entry strategy is proposed within the thesis taking into account the industry specifics, trends in power industry, growing demand for composite materials in related markets as well as venture finance specifics and the role of Rusnano as a Russian economic development institution. As a result a step by step plan of the market entry strategy is proposed. This plan includes the confirmation of existing and future demand for composite pylons and their components, evaluation of potentially profitable businesses (within the production of composite pylons), design of the company’s corporate structure and a product marketing roadmap.