Hi there,

There's a million ways to slice and dice market entry and there are a million types of market entry cases - be careful with this “one size fits all” approach!

Personally, I agree that cost of entry is important, though I don't view it as seperate to “how to enter”. They are one and the same (i.e. need to be thought about and discussed at the same time).

Hello!

The order does not really matter. 

At the end, there are two critical pieces of info to assess whether you should enter or not, and you should have green line in both (you wouldn´t enter a profitable market where you cannot realistically penetrate, the same way as you wouldn´t get into a market that is easy to get into but where you loose money). 

Hope it helps!

Cheers, 

Clara

First you have to decide if you want to enter. You wouldn't want to enter a market that doesn't show good market profitability levels.

Then, if you realize that the market is attractive and you want to enter, you have to decide on how to enter. So you move from discussing market profitability to your own investment case considering your unique profitability levels and required investments.

In real life, this is how you do it (and cases try to replicate real life). In this case, you consider a series of “go/no-go” moments that minimize the ammount of work you have in case you have a “no-go” at any time. In other words, if the margins in a market are terrible, it is nonsense to spend 2 months trying to estimate the cost of building a factory there, right? So you look at the margins first, and only after concluding that they are reasonable you start working on the investment financials.