The case has two project phases:
Project phase 1 aims at prioritizing a test market within Europe and its neighboring countries with the help of a structured selection process on the basis of typical evaluation criteria.
During project phase 2 the interviewee should - based on qualitative standards and on the basis of relevant dimensions - outline a possible market entry strategy for the market, which has been prioritized during phase 1.
LubricantsCo, a very successful Asian premium producer of lubricants in their native region, would like to further increase their revenue and profit. The product range ranges from lubricants in the automotive sector (e.g. motor and gear oil) to industrial applications (e.g. fats, heavy-duty oils).
According to preliminary examinations, further growth potentials in the Asian core market are rather limited. Thus, LubricantsCo would like to investigate options to internationalize in the passenger car business – also outside the premium segment which is given priority.
Therefore, your consulting firm was instructed to elaborate a market entry strategy for the European market.