Market entry: the guide
Whether and how a company should enter a market where it has no presence, with a realistic ramp-up, local fixed costs, and a choice of entry mode.
Last reviewedWhat strong candidates can do
- Structure a market entry around attractiveness, ability to win, and economics
- Model entry economics over several years with a share ramp and fixed costs
- Choose an entry mode (build, buy, or partner) using numbers
Common questions
What is a market entry case?
Whether and how a company should enter a market where it has no presence, with a realistic ramp-up, local fixed costs, and a choice of entry mode.
How do you approach a market entry case?
Ask three questions: is the market attractive, can we win in it, and do the economics work for us. Then choose an entry mode: build, buy or partner.
What is the most common mistake in a market entry case?
Sizing the market in detail but never testing whether the company can win share.
Go deeper
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