Case Study Scenarios: New Markets

New Market:  a company in an existing market wants to enter a new market. i.e. Pantene Pro V making make up:

o Why is this happening? Why do they want to make to make make up?
o How’s the current make up market?

• Size
• Growth rate
• Maturity
• Who uses it?

o Does it make sense to enter the market?

• Who’s the competitor and how are they doing?
• What are they doing that’s different/the same from what we’re trying to do?
• What challenges will we face in entering this market? (i.e. how are we going to make make up)
• What if we fail? Do we have an exit strategy so that our existing products don’t suffer?

o If we’re gonna do this, how are we going to do it?

• Buy an existing company
• Merge with an existing company that also doesn’t make make up but wants to, or is looking for something new to do.
• Start our own line