Imagine you are the marketing strategist for Yorkshire Tea. The company is exploring entry into Vietnam, an emerging market with a growing middle class and a strong café culture.

Your task is to choose a market entry strategy and consider its consequences:

• How much control will you retain?

• What are the risks?

• How will it affect your 4Ps?

Read the options carefully, then select your preferred entry strategy.

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Yorkshire Tea Goes Global

✔️ Fast market access through local partner
❌ Risk of brand misrepresentation or intellectual property leakage
📝 Good for wide reach but may need brand adaptation

Licensing to a Vietnamese beverage company

✔️ Low risk and minimal investment required
❌ Limited control over how the brand is marketed and distributed
📝 You'll need strong promotion and packaging to maintain brand identity

Export via local distributor

Market Entry Strategies

✔️ Full control over operations and marketing
❌ High financial risk, requires deep market knowledge
📝 Best for long-term investment and consistent 4P execution

Wholly owned subsidiary

✔️ Combines local expertise with your product strength
❌ Takes longer to establish and may involve management conflicts
📝 Can support a more integrated marketing mix with shared responsibility

Joint venture with a local retail chain

Market Entry Strategies

Don’t forget!

This activity supports your assignment. Use your answer to help build your Market Entry + 4Ps section.