Market entry cases are a favorite among consulting firms because they test both structured thinking and real-world business sense. Whether a company is launching a new product, entering a new country, or targeting a new segment, your job is to evaluate the opportunity and decide: Should we enter?
In this article, we’ll walk through a flexible, MECE approach to market entry, referencing classic frameworks like the 3Cs and 5Cs—while focusing on how to adapt your answer to the specific prompt.
1. Understand the Objective
“Our client is a U.S.-based electric scooter company considering entering the Spanish market. Should they do it, and if so, how?”
Before jumping into analysis, make sure you’re clear on the goal. Is the client trying to grow revenue, gain market share, diversify risk, or expand brand awareness?
Clarify whether they are entering a geography, product category, or new customer segment. The nature of entry will shape your entire framework.
2. Core Framework: Should We Enter?
Break the market entry question into four core MECE buckets:
- Market Attractiveness: Is the market big, growing, and profitable?
- Competitive Landscape: Who are the main players and how strong are they?
- Client Capabilities: Can we compete effectively?
- Financials & Risks: Does the entry make sense economically?
This can be adapted to different versions of the 3Cs or 5Cs frameworks. For example:
- 3Cs: Customer, Company, Competition
- 5Cs: Customer, Company, Competition, Collaborators, Context
3. Analyze Market Attractiveness
This is about understanding the size and potential of the target market:
- Market size and growth rate
- Trends (e.g., regulations, demographics, urbanization)
- Customer behavior and preferences
“To evaluate attractiveness, I’d like to understand the size of the Spanish market for micromobility, its recent growth, and the regulatory environment.”
4. Evaluate the Competitive Landscape
Ask about existing players, pricing pressure, and barriers to entry:
- Who are the key competitors?
- Is the market fragmented or concentrated?
- How hard is it to enter (licenses, capital, tech)?
You can also use Porter's Five Forces here, especially if you need a deeper dive into supplier and buyer power.
5. Assess the Client’s Capabilities
This is where you check if your client has what it takes to succeed:
- Do they have the right technology, brand, or operational skills?
- Have they entered similar markets before?
- Can they scale quickly or adapt to local preferences?
“Does the client have local partners or experience operating in Europe?”
6. Look at the Financials and Risks
Here, quantify the opportunity and estimate investment and return:
- Initial investment required (e.g., marketing, distribution, hiring)
- Expected revenues and payback period
- Risks: currency, politics, regulations, brand damage
Be ready to compare entry vs. non-entry scenarios—or alternative entry modes like partnerships or pilots.
7. Make a Recommendation
After gathering insights, wrap up with a clear recommendation—support it with logic, numbers, and risk mitigation ideas.
“Given the large urban population, favorable micromobility trends, and our client’s operational strengths, I would recommend entering the Spanish market through a 12-month pilot in Barcelona and Madrid.”
8. Common Variations of Market Entry Cases
Watch for subtle variations in the prompt. A market entry case can disguise itself as:
- New product launch: “Should the client introduce product X?”
- New customer segment: “Should we target Gen Z buyers?”
- International expansion: “Should we move into Asia?”
- Joint venture: “Should we enter with a partner or alone?”
The structure is similar, but the emphasis may shift between internal vs. external analysis.
Final Thoughts
Market entry cases reward candidates who are both structured and strategic. By adapting classic frameworks like the 3Cs and 5Cs into a MECE approach, you’ll show the interviewer you can analyze a new opportunity from multiple angles—and make a sound, CEO-ready recommendation.
Ask the right questions, pressure-test your logic, and lead with clarity—your market entry answers will stand out.