How do we know if growth of turkey is greater than russia? Also, how do we know that profitability of germany is greater than russia? I feel like from the data given, it doesn't state which country is greater in those areas. Thanks in advance.
Hi there,
We don't know and it doesn't matter.
Consulting, frameworks, the 80/20 rule, etc. are all foundationally based on the need to solve problems with limited information.
If we have a set of possible markets to enter, we really need to decide 3 things (in order):
1) Which market(s) overall are big/growing
2) Which markets that meet criteria #1 are generally attractice
3) Which markets that meet criteria #1 and #2 can we actually win in (i.e. our product is what customer want and better than our competition).
From the case, we know that Turkey AND Russia are bigger/growing faster than Germany. Ok, Germany now eliminated. We don't care which, between Turkey/Russia is marginally bigger.
Now that we know Turkey + Russia are contenders, we need to see which is more attractive. Through questioning and the case answers, it's very clear that turkey is more attractive. Stop there! That's all you need!
Expert case by
