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Internationalization of kaizen of gaming- in-depth analysis of Denmark and Lr on market selection of small firms
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| 4.52 MB | Adobe PDF |
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Kaizen Gaming is an online gambling company based in Greece, which operates under two
brands, Stoiximan and Betano, holding a solid international experience. A strategic analysis of
the company “status quo” was performed testing domestic and external factors impacting
Kaizen´s business model. Following Kaizen´s expansion prospects under Betano, the brand to
be internationalized, five potential countries were evaluated backed with macro data and
qualitative industry-specific factors. Ultimately, both financial projections and marketing plan
were performed to demonstrate the potential expansion conditions of Denmark, the chosen
country. Hence, in light of the future prospects, the group outlined setting distinctive
Partnerships and Marketing campaigns, to be aligned with technological trends adapting Betano
into a blockchain based casino and seeking uncharted markets.
The report is complemented with a literature review on International Market Selection for
small firms and an in-depth analysis of Netherlands, one of the potential target countries.
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Internationalization Strategic analysis Market selection and entry strategy