Case type 05
Market entry
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.
19 min1 lesson Last reviewed
Start the lesson Market entry
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.
- The most common mistake: sizing the market in detail but never testing whether the company can win share.
- Build your own three-part structure (attractive, can we win, economics), model the economics with a ramp and fixed costs, and lead with the assumption you think is the real swing factor.
By the end you will be able to
- 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