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Waterdrop´s internationalization to the APAC market - identification of expansion opportunities: waterdrop´s entry mode strategy to Japan
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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 marketing Expansion Entry modes Go-to-market strategy Competitive strategy Business development Marketing Brand strategy Asia Apac Japan Business growth E-commerce Eu Germany Austria Non-alcoholic beverages D2c