Market Entry Strategy
You have been hired as the international export manager for Zevia, a small Canadian manufacturer of all-natural soda which has recently launched in the US market. The product comes in small 8-ounce metal cans (similar to Pepsi or other soda). Because of the success in the US Hispanic market, you have identified Mexico as your next target market for expansion. Use your textbook and course material to discuss the following questions as best as you can: Which market entry strategy will you choose for Zevia? Why? Be as specific as possible. (Remember: there might be more than one way….so explain why you choose “your” strategy.) Which in-market channel of distribution for this consumer product will you choose to succeed in the Mexico market? Why? (if you need to make assumptions to answer this question, make sure to clarify those assumptions – remember, this is a hypothetical). What steps must you take to make the product market-ready for Mexico? NOTE: To discuss the questions above, you don’t need to write a full business plan…I just need to see that you can analyze these concepts based on the material we have studied. So, try to be brief but precise and make sure to explain your choices and answers as best as you can. And as I mentioned above, if you need to make assumptions to answer this question, make sure to clarify those assumptions – remember, this is a hypothetical scenario. Lastly, make sure to clearly number your answers.