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Waterdrop´s internationalization to the apac market - identification of expansion opportunities: waterdrop´s action plan for market entry into Japan
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Resumo(s)
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.
Descrição
Palavras-chave
International marketing Expansion Strategy Market selection Entry mode Go-to-market strategy Competitive strategy Business development Marketing Brand strategy Asia Apac Japan E-commerce Eu Germany Austria Non-alcoholic beverages D2c