Market Entry Framework

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Market Entry Framework

A good framework should look principle-oriented:
1. MECE framework
2. Focus on the major objective
1. The end goal of the client (market entry/reduce cost, etc.)
2. The scope of the question (international/domestic)
3. Actional suggestions (each component is actionable, ie. improve revenue)
4. Hypothesis-driven 
5. Tailored to the case question 


A good framework should be delivered as: 
1. Clear (explain all the top-level buckets FIRST, then explain ALL the subcategories WITHIN each top-level bucket consecutively)
2. Concise 
3. Prioritize (importance 80/20 rule, use DENSE logic for ordering of presentation to client)
4. Proactive (an interviewee-driven case as default)




Market growth rate - do we have an emerging mkt/dying mkt/mature mkt? (good for identifying whether it is an industry problem or our company's problem)

Product - Find directly the Key Successful Factor (KSF), as fast as possible in the interview.

Customer segmentation- how can we segment our customers to tailor to their concerns, their buying behavior, and their willingness to pay (WTP) 

Here Product Mix Cannibalization means a reduction of the company's sales of one product over a newly launched/enhanced product
Adoption of B2B (business to business)--- business selling contract to another business instead of to a consumer--- is a crucial way to grow revenue

Consider a reduction of cost of resources - relocation of office, workforce reduction (uh-oh)
Capex, capital expenditure, is considered a fixed cost since it is a one-time expense that does not scale with how much product you are manufacturing. (e.g., upgrading your plastic mold injector, buying a new continuous reactor, etc.)





Drugs in clinical trials/in pipeline will not contribute to revenue in this case. Since those are not on market. Revenue growth for a Pharma company is quite unlike revenue growth in other companies due to the unique nature/timetable of product development and launch. 


oh look, someone laughed at my joke


Here inorganic growth = m&a, venture, partnership 
organic growth = self-sufficient sales-reliant growth 
Joint venture is when companies tend to pursue a business initiative together 

Keep in mind, fragmented mkts are easier to enter, consolidated mkt are harder to enter 


For stores looking to relocate, must cover the upfront cost (one-time investment)

Address potential risks as early on as possible, lead the interviewer to think that you are "solving a problem" for them. 
Note that brand dilution is losing equity because of unsuccessful brand extension 



Key Takeaways: 
1. Case Start (1-2 mins) 
2. Case Recap + Hypothesis Formulation (30-45 seconds) 
3. Information Gathering (30-45 seconds) 
4. Issue Tree/Framework Formulation (1.5-2 mins) 
5. Drill-Down Analysis 
6. Synthesis (30 + 30 + 45 secs) 

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