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Market entry strategy

A market entry strategy is a company’s plan for delivering goods or services to a new market (a new country or customer segment).

To prepare an effective market entry strategy, a company should consider a number of factors, including:

  • Barriers to entry (factors that may make it more difficult to enter the market, such as a different language or a strong competitor)
  • Marketing costs
  • Local sales and delivery processes
  • Local culture

The market entry strategy should also outline the company’s goals and expectations for entering the market.