Product details

The founders of SENS Foods (SENS), a Czech sustainable-food small and medium-sized enterprise (SME), wanted to expand the business beyond their home market. SENS was operating in the rapidly growing alternative-protein market using products derived from edible crickets. Due to its increasing profitability and international expansion potential, SENS saw an opportunity to expand into one of more Nordic markets-Denmark, Norway, Sweden, and Finland. SENS had to explore the possible modes of entry and evaluate the most suitable ones. In the short term, SENS had a sustained competitive advantage with its Thailand-based Cricket Lab Ltd farm and its brand name. SENS's intangible resources-business positioning and messaging, innovation, and research-represented a temporary competitive advantage. For market selection purposes, five cluster criteria were proposed to assess the attractiveness of the identified markets: estimating the level of primary competition, market maturity, market size, country environmental performance, and transportation costs. The founders needed to evaluate the four Nordic countries using these five selection criteria to identify the top two countries for further examination regarding mode of entry and level of competition.