Market Entry Strategy
Is the market Big enough?
Identify Segments
Define Consumer needs
Characterize segmentation/targeting criteria
consumer demographics
buying habbits etc
For each segment
Size
Profitability
Share
Growth
Competition
Is the market attractive enough?
Barriers to entry
FC/CAPEx
Tech/Patents
Human Cap
Brand/Repute
Switching costs
Regulations
Excess Capacity
Buyer Power
Supplier Power
Substitutes
Complements
Regulatory Environment
Where do I want to be?
Product offerings and segments served
Promotion
Price
Place/channel
Identify Key Success factors
What capabilities do I have and which do I need?
Financial Capability
Distribution
Raw Material access
Human Capital
Brand
Manufacturing
Technology
How should I enter?
For each strategy evaluate Cost of entry sustainability & profitability
Organic
Inorganic
Acquire
Joint Venture/ Partner