This is a candidate-led case which means that the candidate takes the case from start to finish.
Candidate should pay closely attention to the objective as the client specifically wants to know if they should enter. The case focuses more on the qualitative aspect of market entry.
Our client is a supermarket chain that is considering whether they should enter the emerging online grocery delivery business where consumers order their groceries online and have them delivered to their home. Currently, two competitors have entered the online market in the client's home-turf in San Francisco. Both competitors are quickly gaining market share. One competitor is an online player and the other one offers both traditional shopping as well as online ordering.
Our client hired you to determine if they should enter the online market.