Why 2 stages

Question

Hi,

The case solution suggests the segregation into 2 stages. Is there any hint from the case description which tells me that it is expected to select the target market? Or is this required every time? It just seems pretty far off to do this selection prior.

Answer 1

Hello,

It's really common to have the "marke entry" case divided into 2 stages. The first part is usually guided by the interviewer: you could be asked to analyse a particular market or to compare some different markets. After doing the analysis, if the landascape seems positive for an entrance, you will always be asked also to suggest an entry strategy (phase 2).
It's really important to be well structured when you do market analysis.
If you have doubts regarding framework or presentation of your solution, feel free to contact me.

Best,
Luca

Answer 2

Hi,
the common market entry approach is divided into these 2 phases: market analysis and entry strategy. In this case, we can understand that is important also the first step because it is expressly requested to "investigate options to internationalize" since "growth potentials in the Asian market are limited".

Hope it helps,
Antonello

Answer 3

Hello!

I think the hint is that they directly ask you to "prioritizing a test market within Europe and its neighbouring countries with the help of a structured selection process", which basically means that they want you to:

Make the analysis and prioritzation of the different european markets (here they will test your logic, structure, etc.)
Present a "winner/chosen one" from that prioritization, that will be precisely the target market.

Hope it helps!

Cheers,

Clara