Johann Gross

Market Entry Strategies for Saturated Markets: Challenges for the Consumer Goods Industry Johann Gross

Seminar paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of applied sciences, Nürnberg (IOM), course: Marketing, language: English, abstract: Executive Summary: This assignment occupies with the challenges of market entry strategies in saturated market, especially in the fashion industry. A new market entry needs a specific prepar-ing. Many environmental tasks of the investment have to be cleared before entering a new market. The right combination of market entry strategies help to succeed such a huge investment. Exporting, licensing, franchising, joint ventures and direct investments are some possibilities how a market entry strategy can look like but finding the right strategies for the given market situation is a difficult issue. Every strategy has ad-vantages and disadvantages which have to be considered if the investment should lead into a success. And as already mentioned, a saturated market is not a usual market, it has specific challenges which have to be managed. A market entry in a saturated market can only be successful if the company wins market shares from other competitors and the challenge is to find out how this can work. The Adidas Group showed how they could enter the US sports fashion market which is a saturated market, too. The company used a mix of the named strategies to win market shares in the host-country. And that is the way how to manage these challenges; every market entry in saturated markets has to be planned carefully and all influencing factors have to be considered. There is no general roadmap either every market entry needs its own map developed.