A local brand’s first export decision
Three countries, three different risks. With a 2 million TL budget, which one do you enter and why?
Problem
A food brand with 40 million TL annual revenue is exporting for the first time. Three candidate markets: one close but saturated, one large but demanding certification, one profitable but with high payment risk.
Your task: pick a market and defend the choice.
Background
The brand has no export experience and two English-speaking staff. Production runs at 70% capacity. Competitors entered the same markets two years ago.
Constraints
- Total budget is 2 million TL with no extra funding in the first 12 months.
- No new plant investment.
- The brand name cannot change.
Expected solution
A market choice, an entry model (distributor / direct / marketplace) and a 12-month budget split.
Case process
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1
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2
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4
Evaluation
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