Waterdrop´s internationalization to the apac market - identification of expansion opportunities: waterdrop´s action plan for market entry into Japan

Abstract

The aim of this field lab is to discover opportunities for expansion of Waterdrop, a start-up from Austria, in Asia. Since 2016, Waterdrop has grown into an established business that specializes in a specific niche of non-alcoholic beverages. The company has already entered 13 markets, including its most recent expansion into Singapore. After conducting a comprehensive analysis of the company, this paper focuses on selecting and conducting an in-depth analysis of the market that is best suited for Waterdrop's expansion. By using a decision funnel approach, Japan has been identified as the most suitable market. In conclusion, this paper presents a suitable action plan for entering this market.