25E52000 - Market Entry Strategies for Entrepreneurial Business, Lecture, 26.2.2024-15.4.2024
This course space end date is set to 15.04.2024 Search Courses: 25E52000
Topic outline
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Hi all,
It is good to know that this is a mostly online simulation course with four optional face to face case sessions.
Timeline below.
Date & time
Room
Content
26 Feb
14.15-15.00
Kick-off session
26 Feb –
15 Mar
Online (MyCourses)
Online learning material
- Costs and cost advantages
- Competitors and competition
- Competitive advantage
- Market entry
- Make or buy
- Industry analysis
- Pricing
18 Mar
14-14.45
Online
(MyCourses)
Midterm exam
5 Apr
10.15-12.00
V002, BIZ
Case teaching: Extraordinary Journeys
5 Apr
14.15-16.00
V002, BIZ
Case teaching: The a2 milk company
8 Apr
17.00-17.45
Online
(MyCourses)
Resit of the midterm exam
9 Apr
10.15-12.00
U356 Alma Media (Otakaari 1)
Case teaching: Newlight Technology
9 Apr
14.15-16.00
U5 (Otakaari 1)
Case teaching: Spanish Vines
15 Apr
9-21
Online
(MyCourses)
Final exam
29 Apr
9-21
Online
(MyCourses)
Resit of the final exam
Please start by going through the syllabus. On 26th February, 14.15 we will have an optional zoom session to go over the structure of the course, and answer any questions you might have.
Best,
Myrto
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Cases, Theory Slides, and Examples Folder
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Receive a grade Receive a passing grade
Welcome to study Market Entry Strategies for Entrepreneurial Business! Our focus in this introductory course is on the strategic analysis of markets and competitors for the purpose of launching new products or services.
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Level 1 - Costs and cost advantages Quiz
The principal
objective of this module is to learn to understand under what conditions firms
enjoy a cost advantage over their competitors: what factors enable a firm to
produce more efficiently (=cheaply) than their competitors? -
Level 2 - Competitors and competition Lesson Quiz
Before firms can formulate market entry strategies for their new product or service, they need to understand the nature of competition in the market they are about to enter. It is crucial for predicting how competitors that are already in the market are likely to respond to the new firm’s entry. It also helps in figuring out whether the product should be positioned in terms of its price or the benefits that it generates to the consumer. -
Level 3 - Competitive advantage Quiz
In addition to
understanding the nature of competition in the market you are about to enter,
an equally important consideration is what your strengths and perhaps weaknesses
are. How should you position your product so as to make it competitive
vis-à-vis the competitors? -
Level 4 - Market entry Quiz
Previously in this
course we learned about the particular challenges of entering oligopolistic
markets with new products and services. In this module, we will dig deeper into
these challenges by learning how to identify and understand different
barriers to entry and how to understand and analyse
predatory acts: competitive pricing strategies aimed at deterring entry or
pushing a competitor out of the market -
Level 5 - Make or buy Quiz
Many new firms
suffer from the ‘liability of smallness’: they do not have the resources to do
everything by themselves. Cooperating with other firms is one solution to
overcome resource scarcity. Also established firms bringing new products and
services to the market should carefully weigh which elements of the product or
service they ought to do themselves (‘make’) and which elements to outsource to
other firms (‘buy’). -
Level 6 - Industry Analysis Quiz
An important consideration in market entry decisions is analysing the intensity of post-entry competition in the industry that the firm aspires to enter. Perhaps the most prominent tool for this purpose is Michael Porter’s five-forces framework, which is the focus of this learning module. As you will see, the five-forces analysis is like a convenient summary of the concepts that we have covered in the previous modules.
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Level 7 - Pricing Quiz
The price of the product or service that the company enters a new market which has played a central role in the previous modules. In this module, we take a closer look at different pricing concepts from an economic perspective. Thus, instead of trying to address the whole plethora of different (psychological) pricing concepts – which are covered in detail in the marketing literature – we will focus on studying price discrimination as a fundamental economic concept for understanding strategic pricing. -
The exam is open online in MyCourses on March 18th between 14:00 and 14:45. You have 45 minutes to complete the exam. Time starts once you clicked the „start attempt“ button and ends automatically after 45 minutes. The exam requires you to answer 30 single choice questions based on the theoretical concepts you learned. The exam will be open books, open notes. Nonetheless, it is advisable to prepare well in advance as there will not be enough time to look up the questions.
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The re-exam is open online in MyCourses on April 8th between 17:00 and 17:45. You have 45 minutes to complete the exam. Time starts once you clicked the „start attempt“ button and ends automatically after 45 minutes. The exam requires you to answer 30 single choice questions based on the theoretical concepts you learned. The exam will be open books, open notes. Nonetheless, it is advisable to prepare well in advance as there will not be enough time to look up the questions.
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The re-exam is open online in MyCourses on 15th of April between 9:00 am and 9:00 pm. You have 3 hours to complete the exam. Time starts once you clicked at the „start attempt“ button and ends automatically after 180 minutes. If you start past 6:00 pm you lose time to answer as the exam closes automatically at 9 pm.
Exam Information
The final exam requires you to apply the concepts you have learned in the online learning modules to four cases: Extraordinary Journeys, The a2 Milk Company, Newlight Technologies and Spanish Vines. There will be two questions requiring answers of up to 1000 words each. The exam will be open books, open notes and it is highly advisable to prepare well in advance. You will need to know the conceptual material from the online learning modules as well as the case thoroughly in order to do well in the exam and to provide well-justified solutions to the case problems.
AI disclosurePlease add a paragraph to the end of your exam answers if you have utilized AI, detailing what you used it for and ALL the prompts you used to obtain the results. Failure to do so breaches academic honesty policies.
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The final exam is open online in MyCourses on April 29th between 9 am and 9 pm. You have 3 hours to complete the exam. Time starts once you clicked at the "start attempt“ button and ends automatically after 180 minutes. If you start past 6 pm you lose time to answer as the exam closes automatically at 9 pm. Exam Information
The final exam requires you to apply the concepts you have learned in the online learning modules to four cases: Extraordinary Journeys, The a2 Milk Company, Newlight Technologies and Spanish Vines. There will be two questions requiring answers of up to 1000 words each. The exam will be open books, open notes and it is highly advisable to prepare well in advance. You will need to know the conceptual material from the online learning modules as well as the case thoroughly in order to do well in the exam and to provide well-justified solutions to the case problems.
AI disclosure
Please add a paragraph to the end of your exam answers if you have utilized AI, detailing what you used it for and ALL the prompts you used to obtain the results. Failure to do so breaches academic honesty policies.