EUROPE:
Development of an internationalization strategy
Starting point
The company has a production facility in Europe from which all European markets can be supplied. Some European markets are already being worked on. The company would like to focus on expanding its distribution in Europe. It has limited human resources in sales, which are to be expanded in the medium term.
APPROACH
Determination of goals, framework conditions and rules for cooperation for new markets and identification of suitable interesting markets in Europe and the Middle East. This must be done taking into account the corporate strategy.
IMPLEMENTATION
Within a workshop, the framework conditions and rules of cooperation are developed together.
In a first step, interesting European markets are analysed with the help of a heat map. In addition to the size of the relevant market, other aspects such as purchasing power, import conditions, country risk and existing contacts are also considered. After that, individual markets are analysed in more detail with regard to the competitive situation and retail structure.
RESULT
Two relevant markets are identified and the route to market entry strategy is defined. In addition, it was determined that there is potential for optimization within the organizational structure, which will be implemented in a further consulting project.
