Analyzed and recommended a foreign market entry strategy for Brenthaven, a local Washington company, to operate in Germany. Designed slide deck. Won "Most Original" Presentation award out of 7 teams.

1. IN GERMANY
Brenthaven

2. Agenda
PART 01
PART 02
PART 03
PART 04
PART 05
Strategic Fit
Market Analysis
Operations
Financials
Summary Overview

3. Key Considerations
Educational Market
Technological Landscape
Ease of Operations
Governmental Support
Key factors to determine the strategic
fit for entering a foreign country
Strategic Fit Market Analysis Operations Financials Summary

4. Decision Matrix
GERMANY FRANCE
EDUCATIONAL MARKET
Private vs. Public School Concentration
TECHNOLOGICAL
LANDSCAPE
GOVERNMENTAL
SUPPORT
EASE OF OPERATIONS
Laws, Regulations, Tariffs
Factors Weight
30%
30%
25%
15%
0.90
1.20
0.75
0.45
0.90
0.60
0.50
0.15
2.13.3
Strategic Fit Market Analysis Operations Financials Summary

5. Why Germany?
Why Germany?
Risk Averse
Long-Term Oriented
High Quality
Value longevity of a product
Cautious about investments
Prefer certifiable quality

6. "For centuries, we in Europe were
used to being the first ones to come
up with technological innovations.
That’s not the case anymore today.
And this should worry us.”
Governmental
Push

7. More funding
available
Openness to
tech in the
classrooms
Barriers to entry are
lower for smaller
market
Start with the private school market
Target
Market
Analysis
Strategic Fit Market Analysis Operations Financials Summary

8. Positioning
Map
Andres
Industries AG
LAUT
High Quality
Low Quality
Low Price High Price
Brenthaven
Strategic Fit Market Analysis Operations Financials Summary

9. Avoid using adjectivesPrice it as it is Get Quality Certified
Brenthaven’s current
pricing scheme exudes
quality
When advertising, make sure to
avoid the use of adjectives as the
German culture values proof
Pruf-und Forschungsinstitut
Pirmasens is an institution that
allows companies to get their
products certified for quality
1 2 3
Marketing
Strategies
Strategic Fit Market Analysis Operations Financials Summary

10. Distributor
Network
VS Vereinigte
Spezialmöbelfabriken
Premier furniture provider for
German Schools
Potential to partner with this
established company to distribute
products
Strategic Fit Market Analysis Operations Financials Summary

11. Tariffs
9.7%
*HS Code for the EU: 42021211
No specific regulations on tablet cases or protective
case products
Strategic Fit Market Analysis Operations Financials Summary

12. Laws and
Regulations
Single
Administrative
Document
Summary
Declaration
Only 2 documents
required to pass
through customs
and export
efficiently to
Germany
This describes the good and its
entire movement throughout the
world
Must include:
- Company
- Place and Date of Issue
- Precise description of goods
- Invoice price in invoice currency
- Terms of delivery and payment
Strategic Fit Market Analysis Operations Financials Summary

13. 9%
251,685
100%
80%
60%
40%
20%
0%
Market Share
of Private School Sector
Strategic Fit Market Analysis Operations Financials Summary
2020 2021 2022

14. 2019 2020 2021 2022
Profit
Margin
Overall
Revenue
Growth
32.19%
$22,070,135
$ 27,709,694
34.57%
36.46%
$ 34,307,977.43
Estimated Sales
Growth

15. Summary of
Recommendation
1
2
3
4
Recognize governmental push for
tech in schools
Target the private school market
Become PFI certified for
successful marketing
First years revenue is expected
to be $7.2 million

16. 1. Decision Matrix
2. Decision Matrix Criterias
3. Financial Assumptions
4. Pro-forma Forecast
5. Marketing Strategy: PFI
6. Sales Growth Projection
7. Export Laws
8. Competitors
Appendix

17. Decision Matrix
GERMANY FRANCE
EDUCATIONAL MARKET
Private vs. Public School Concentration
TECHNOLOGICAL
LANDSCAPE
GOVERNMENTAL
SUPPORT
EASE OF OPERATIONS
Laws, Regulations, Tariffs
Factors Weight
30%
30%
25%
15%
0.90
1.20
0.75
0.45
0.90
0.60
0.50
0.15
2.13.3*Calculations: Weight x Original Score out of 5 = Score
Org. Score Germany: 3,4,3,3
Org. Score France: 3,2,2,1

18. Educational Market
GERMANY: Increasing number of private
schools opening
FRANCE: Public school concentration is
higher than private school (15%)
Decision Matrix Criterias
Technology Landscape
GERMANY hosts several key ICT trade
shows, making it a premier marketplace
for U.S. companies to reach global
partners and buyers.
FRANCE the technology sector in France
is on the rise, with tech schools becoming
more popular as the country supports
innovation
Governmental Support
GERMANY has no specific ban, and there seems to be
governmental support to push technology throughout
sectors of the country
FRANCE has banned digital devices in their classrooms
as they are a distraction to students
Ease of Operations
GERMANY VAT= 19%
FRANCE VAT = 20%

19. Pro-Forma Forecast

20. Assumptions

21. Marketing Strategy: PFI
PFI is an institute in Germany that
provides certifications of quality for
companies with products that need
that claim

22. Sales Growth Projection

23. http://www.doingbusiness.org/content/dam/doingBusiness/country/g/germany/DEU.pdf
Export Laws

24. Competitors
Competitors
● LAUT Ipad Cases (itslaut.com)
○ Headquarters in Hamburg, offices in Hong Kong and the United States
○ Estimated annual revenue of 6.2 million (similar the Brenthaven)
○ They have Ipad cases that are very similar to Brenthaven one’s and one’s specifically made for children.
○ 30-40 Euro for a case
● Andres Industries AG
○ Global Company
○ Creates Industrial Ipad cases (Aishell is waterproof and impact resistant)
○ Pricey- $200 Euro for one case