Liquid Applepie: Market Entry Strategy for a New Lifestyle Drink

Abstract

This is a theoretical case which observes the path a small business needs to follow to be successful. It is hoped the company involved will take these conclusions into consideration for future development.

This case study has been conducted in order to understand the theoretical models of international marketing. It determines the key criteria that need to be considered when entering a foreign market. The idea was to develop a market entry strategy for a Polish Vodka manufacturer who wants to enter the Austrian market.

After an analysis of the market and consideration of the situational factors, which are very important for the development of a detailed SWOT analysis, the segmentation, targeting, positioning and finally the selection of the right entry method, including the customer specific marketing tools, have been identified.