Market Entry

 3 types:
1. Enter a new market with an existing product
2. Enter an existing market with a new product
3. Enter a new market with a new product

 Need to make a Go/No-go recommendation most of the times. Can also recommend Pilot/Hold
in particular cases

 Issues to evaluate:

New Market Existing Market

New Product  Consumer demand  Consumer demand
 Threat of new entrants  Competitive response
 Threat of substitutes  Incremental profits/costs
 Capability to produce  Capability to produce
 Capability to market  Opportunity costs
 Financing  Synergies with current
marketing efforts
 Brand impact
Existing Product  Consumer demand
 Competitive response
 Defense of existing markets
 Incremental marketing costs
 Market knowledge
 Channel strategy