neolid: a start-up expanding to Asia

neolid is a start-up, founded in 2012, that designs, produces and markets lidless isothermal mugs and lunch boxes. The start-up's products are distributed directly (online and at trade fairs) and through a network of independent sales agents. They are marketed in around twenty countries and 30% of the company's turnover comes from exports. In 2016, the company decides to extend its international presence by targeting Asian markets, which offer interesting development opportunities. Developed in close collaboration with neolid, this case focuses on the international development of a start-up.

- Familiarise students with the creation of a start-up.
- Learn how to elaborate an international development plan for a start-up:
. conduct an analysis of the company situation (strengths/weaknesses, opportunities/threats),
. analyse the internationalisation strategy (choice of markets, foreign market entry modes, internationalisation pace),
. elaborate an action plan for the Japanese and South-Korean markets,
. formulate recommendations concerning future directions.

Strategic analysis - International strategy - International management - International development - Entrepreneurship - Start-up - Japanese market - South-Korean market - Asia

L1, L2, IUT/BTS, L3, M1, M2 , Mastères spécialisés, écoles d'ingénieurs
Formation continue : MBA

Mugs and lunch boxes

- PPT : debriefing (40 slides)

Année de la problématique : 2017

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11

Temps d'utilisation : plus de 3 heures (3h to 6h)

Code du secteur d'activité : 51 - Commerce de gros et intermédiaires du commerce