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  1. Provides an approach to performing a market entry assessment in a structured manner


"The life of a typical entrant is nasty, brutish, and short." - Paul Geroski, London Business School.

Companies can boost their odds of success by tackling cognitive biases head-on. Market entry strategy is a useful tool for getting clarity on what you aim to achieve and how you are going to achieve it while entering a new market. Creating an effective strategy before entering the new market is one of the main questions that arise in the mind of an investor. In order to enter the market as comfortably as possible, simple, and with minimal risks, it is necessary to examine the target niche.

At the start of the options assessment process, a long list of options exists. This guide provides a process that involves narrowing down the list of options through a filtering process and provides a structured approach to performing the assessment of market entry selection. A phased approach is recommended to assess and narrow down options:

Stage 1: Strategic Assessment
Stage 2: Screening
Stage 3: Validation
Stage 4: Ranking and potential scenarios
Stage 5: Preferred scenarios for detailed qualification

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Source: Market Entry Assessment Guide PowerPoint document

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Market Entry Assessment Guide

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File Type: PowerPoint (pptx)

File Size: 2.7 MB

Number of Slides: 39 (includes cover, transition slides)

Related Topic(s): Emerging Market Entry

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Initial upload date (first version): Apr 22, 2019
Most recent version published: Feb 3, 2020

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