Amsterdam MBA Students Showcase Innovative Market Entry Strategies in Project Week

In the culmination of their Project Week on 23 November, MBA (Masters in Business Administration) students in Amsterdam revealed innovative plans for companies in the Netherlands entering new markets.

This project week aimed to test their creative, analytical and teamwork skills by focusing on evaluating market entry strategies for Dutch companies expanding into new geographical areas.

Each group presented imaginative plans tailored to the unique needs of their selected companies, including Too Good to Go, Somnox, Blendle, Happy Bear Diapers, Gazelle and Temper.

The presentations began with a comprehensive market overview, assessing key indicators such as country potential, GDP growth, market size and economic trends. This groundwork set the stage for competitor analysis, followed by the development of a TOWS matrix to guide effective market entry strategies.

The first group targeted Blendle, a Dutch online news platform, for entry into Vietnam.

MBA student Sajith Wanninayake, part of this group, highlighted Blendle's ability to adapt to the changing preferences and behaviours of news consumers. Wanninayake enjoyed this Project Week, stating it significantly improved their understanding of market research and decision-making by providing practical insights, hands-on experience and the opportunity to apply theoretical knowledge to real-life situations.

For him, implementing a TOWS Matrix in Blendle's Project Week was the most fascinating part. "By connecting internal strengths with external opportunities and addressing weaknesses in the face of threats, it offers a comprehensive strategic analysis," he explained. "The matrix enables us to select strategic options, minimise risks, and make well-informed decisions by reviewing both internal and external factors in an organised manner."

The second group chose Gazelle, a renowned Dutch bicycle company, for entry into Nigeria's growing market. Emphasising the appeal to the expanding middle class, the students suggested a Joint Venture strategy for its stylish and eco-friendly electric bikes.

The third group strategised Happy Bear's entry into the Iranian market, emphasising the country's sizeable population. The proposed Joint Venture aimed to introduce cost-effective and eco-friendly diapers, targeting both new mothers and experienced parents.

Another group explored the entry of Too Good To Go, a surplus food redistribution app, into Bangladesh. Highlighting convenience and affordability, the students recommended a market entry strategy focused on major cities like Dhaka and Chattogram.

The fifth group envisioned Somnox, a high-end sleep robot, entering the Iranian market through a strategic alliance. Identified as a novel product for the niche market of stress-prone individuals, the students proposed leveraging alliances for successful market entry.

The final group proposed Temper, a platform connecting businesses with freelancers, entering the Indian market through direct export. By catering to a diverse workforce, the students tapped into India's growing demand for flexible work solutions.

Nikita Pahwa, Assistant Professor at Wittenborg, said that this project week was specifically designed for the group, given their previous work experience and the desire for a challenge.

"This project was exciting as it required students to conduct in-depth research in a short period. They were also tasked to interview potential customers for the product from their chosen country of entry and create customer personas."

She mentioned that the project week inspired students to take research more seriously as a preparation base for their graduation assignments and inspired their entrepreneurial spirit.

"The students found project week to be enjoyable, exciting and challenging. In my opinion, their perspective on market research has become more nuanced after this project week." 

WUP 7/12/2023
by Erene Roux
©WUAS Press