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Instructor Note:
A European beverage manufacturer, “AquaPlus,” specializes in premium bottled water and has dominated its home market for the past decade. AquaPlus is now considering entering the African market. The client has asked for your help in assessing the feasibility and creating a market entry strategy.
– framework always tailor it to the case (here we are asked to get a market strategy so the strategy would be 1. to enter directly. 2. to enter through the partnerships.
– in brainstorming exercises always find additional ideas (always make sure you understand what is the question being asked)
– in this case for the market sizing, there was no need to split the population into age groups because all of them drink water
