Hey,

the solution stresses several times that the market is attractive regarding size.

However the market is 100% saturated. All 500k caskets demanded each year have a company delivering them. We have no indications about growth.

So based on the information given, entering the market results in cutthroat competition. Each market percentage gained is lost by another player. Thus high marketing expenditures and resistance from existing players should be expected. 
Shouldn't the takeaway from this be that the market shows low potential to win?
Or does the size and profitability justify the risk of entering?

Kind regards