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  • 25E52000 - Market Entry Strategies for Entrepreneurial Business

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      Cases, Theory Slides, Examples & Syllabus Folder
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      Level 0 - Introduction Quiz
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      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
      Not available unless: You achieve higher than a certain score in Level 0 - Introduction

      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?


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      Level 2 - Competitors and competition Lesson Quiz
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      • You achieve higher than a certain score in Level 0 - Introduction
      • You achieve higher than a certain score in Level 1 - Costs and cost advantages
      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.
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      Level 3 - Competitive advantage Quiz
      Not available unless: You achieve higher than a certain score in Level 0 - Introduction

      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?


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      Level 4 - Market entry Quiz
      Not available unless:
      • You achieve higher than a certain score in Level 0 - Introduction
      • You achieve higher than a certain score in Level 2 - Competitors and competition Lesson

      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


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      Level 5 - Make or buy Quiz
      Not available unless: You achieve higher than a certain score in Level 0 - Introduction

      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’).


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      Level 6 - Industry Analysis Quiz
      Not available unless: You achieve higher than a certain score in Level 0 - Introduction

      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
      Not available unless: You achieve higher than a certain score in Level 6 - Industry Analysis
      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.
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      Midterm exam - February 1st, 2022 Quiz

      The exam is open online in MyCourses on February 1st, 2022 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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      Midterm re-exam - February 8th, 2022 Quiz

      The re-exam is open online in MyCourses on February 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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      Final Exam - February 15th, 2022 Quiz

      The final exam is open online in MyCourses on February 15th 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 6:00 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: Flybaboo, Newlight Technologies, Slavic Treasures and Plumis. 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.

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      Final re-exam - February 25th, 2022 Quiz
      The re-exam is open online in MyCourses on February 25th 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: Flybaboo, Newlight Technologies, Slavic Treasures and Plumis. 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.