This task is based upon the launch of Hackney Gelato into a new geographic market.
The overall purpose of the task is to recommend and justify a new country market that which the product should be launched and to recommend a suitable market entry strategy. You must carry out appropriate research to inform and justify your recommendations.
More specifically, you need to make appropriate use of relevant theory and
country/industry/market data to make and justify the following decisions;
1. Establish screening criteria.
2. Applying your screening criteria.
3. Propose and justify a market entry strategy to enable entry into the selected market.
The decisions themselves are less important than the robustness of the process by which you reach them, and the resulting justification of those decisions.
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