A carregar...
Publicação
Waterdrop's internationalization to the APAC market - identification of expansion opportunities
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.73 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The objective of this field lab is to identify expansion opportunities for the Austrian-based start up Waterdrop in Asia. Since 2016, the company matured as an enterprise that found its niche
in the non-alcoholic beverages market. So far, Waterdrop entered a total of 13 markets,
including its latest expansion to Singapore. Following a thorough analysis of the company, the
focus of this paper lies on the selection and in-depth analysis of the market that emerges as best
suited for Waterdrop’s further expansion. This decision funnel approach reveals Japan as the
go-to market. Ultimately, this paper examines the most fitting entry strategy.
Descrição
Palavras-chave
International business International marketing Internationalization Expansion Strategy Strategy and international business Market selection Entry mode Go-to-market strategy Action plan Competitive strategy Business development Marketing Marketing strategy Brand strategy Asia APAC Japan Business growth E-commerce EU Germany Austria Non-alcoholic beverages market D2C