Market Entry Strategy

Essay by StakeholderUniversity, Bachelor'sB, February 2004

download word file, 14 pages 3.9

Downloaded 504 times


1.0 Company Overview

2.0 Market Screening

2.1 Filter 1

2.2 Filter 2

2.3 Filter 3

2.4 Filter 4

3.0 Environmental Analysis of chosen market

3.1 Economic Profile

3.2 Demographics

3.3 Political Profile

3.4 Society/ Culture

3.5 Technological Profile

4.0 Consumer Characteristics

5.0 Market entry Strategy

5.1 Detailed marketing mix

6.0 References

1.0 Company Overview

Quest is a 100% Irish owned firm selling a range of aromatherapy essential oils and aromatic candles. They also produce candleholders. The main limitations in expanding Quest are budget constraints, as it is a small privately owned firm. Currently all distribution within the Republic of Ireland is carried out by one distributor. Quest has also recently expanded into Northern Ireland and uses the same distributor. The distributor receives all orders and the product is then allocated accordingly. The distributor orders its supply from the Quest candle factory. Typically, the distributor holds a lot of inventory so as orders are never left short.

Because of the budgetary constraints, Quest is limited in its expansion into the European Union with countries located on the west coast of Europe being considered feasible. It would simply not be economically viable for Quest to expand further into Europe or any other continent.

2.0 Market Screening

2.1 Filter 1:

Macro Level Research

Geographical Features:Located on the west coast of Europe with direct access available by sea.

Political Environment:Stable for at least 5 years

Economic Statistics:GDP per Capita (PPP) > $20,000

GDP real growth rate >= 3%

Inflation rate

(Consumer prices) < 2.5%

Imports > $250 billion

Social Structure:Percentage of population aged between


Population >15 million

Countries Reviewed: 15, Passed 5

2.2 Filter 2:

General Market Relating to the Product


Availability of market data12112

Market Size12113

Growth trends for similar products13211

Usage of alternative medicine12122

Key: 1 = high, 2...