Introduction Kids Market Consulting (KMC) was established in 2002 by Natalie Berezovskaya. The company has similar characteristics described by Tsoy (2005) for medium and small companies. Tsoy (2005) discusses that these companies rely on the top manager’s skills for their strategy and success. They hire employees with technical skills to perform other duties. KMC has relied on Berezovskaya’s expertise in children, and experience in the media industry for its success (Taylor & Vynogradov, 2004). KMC also attributes part of its success to the partnership it shares with Dynamic Development and Innovation Group (DDI). The current situation is that KMC is threatened by potential competitors who offer undifferentiated products in the Ukrainian market research industry. KMC has created consumer confidence for its product. Customer loyalty is not guaranteed if competitors develop a similar product. Competitive pricing is the strategy that is most likely to be used by competitors because the market segment appears to have a low growth rate. Russia has a larger market research industry with revenues that amount to about $300 million (Klimenko & Harrison, 2013). The Russian market is the most viable expansion location for a small-sized or medium-sized company located in Ukraine. Market attractiveness of Ukraine’s marketing research industry Market attractiveness refers to the market size, growth possibilities, and potential for profits (Cant et al. 2009). The factors to be considered in market attractiveness are market/customer factors, economic and technological factors, competitive factors, and environmental factors (see exhibit 1). Market/consumer factors evaluate the market size, potential, and growth rate. It also considers the product’s stage in the life cycle, customer loyalty, bargaining power of customers, and seasonality of demand (Cant et al., 2009). Stage in life cycle and customer loyalty The life cycle of KMC’s product appears to have reached maturity. If KMC does not find potential expansion areas, its market share can decline because of new rivalry. Firms that offer undifferentiated marketing, advertizing, and branding services consider engaging their services in KMC’s target market (Taylor & Vynogradov 2004). KMC has the advantage of customer loyalty. Its association with Dynamic Development and Innovation Group (DDI) has gives it an advantageous mark of quality. It may be able to withstand competitive forces as a result of the brand image (Taylor & Vynogradov 2004). KMC success will also rely on price elasticity in the market. If competitors offer lower prices, customer loyalty may not be guaranteed. Porter’s five forces The market’s profit potential and customer’s bargaining power can be analyzed using Porter’s five forces (McDonald & Wilson, 2011). When KMC was developing its product, there was no competition. Children were considered to lack purchasing power. KMC’s successful entry has attracted new rivalry. The market research industry has several large firms offering similar products. Intensity of competition in the industry is high. If the same rivalry that the entire market research industry experiences is transferred to the kids’ market research, KMC is likely to lo