Bring App Ag (Switzerland)

C. Entry Mode

1. Identify one or two plausible entry modes
2. Discuss 3-4 internal and external factors facing your company in detail
3. Select an entry mode, justify + Risks
4. Develop concretely the process related to the entry mode
   As for point 1. we choose direct export and strategic alliance. For point 3 we want to go with the direct export.
   Point one does not need to be written , therefore please only develop on point 2,3,4
   In case you need I will attach the introduction with the back ground of the company. Also, the country we are
   assessing to internationalise is Spain
   "A. Introduction
5. Bring App! is a Swiss-based public company founded in April 2015 by Marco Cerqui and Sandro Strebel. It is
   a rapidly expanding advertisement platform. The idea behind the App is to provide shared shopping lists with
   integrated recipes, online shopping, local shopping, and loyalty cards. Bring App combines all the steps of the
   shopping process, starting from inspiration, planning to the final purchase. Bring is currently partnering with
   national and international brands in the IT sector, retail, and fast-moving consumer goods (FMCG) sectors.
   (bring website)
6. Bring was initially launched in Zurich. After a successful start in Switzerland, it was decided to expand to
   Germany. Currently, the company has 20 employees and two offices - one in Zurich Switzerland and one in
   Mannheim in Germany. The company is now looking for ideas on how and where to expand its App into other
   countries. And keep the unique value to everyone - customers and business partners. The App is translated
   into twenty-one languages, which makes it a lot easier for further internalization.
7. Industry
   a. Bring App includes two industries in itself - the IT industry and the advertising industry. IT industry is a
   business sector that involves various sub-sectors such as hardware, software, and basically, any other thing
   that requires transmittal of information or the systems that facilitate communication. This industry is currently in
   the growing stage, and a lot of experts expect it to continue growing in the near future. The advertising industry
   is a global business that serves as a conduit industry between manufacturers and consumers (4). The
   advertising industry is also a growing industry; however, to be precise, we have to look at those two industries
   simultaneously and from the perspective of our particular company. Bring is currently in a growing stage and
   now needs to be brought into other new countries.
   b. The current company concept will have several challenges. For instance, our present concept is easy to
   copy, especially that bring labs says their unique selling point is the simplicity of the App. However, this is
   limited due to the fact that we already have a brand image and a consumer network of 10 million users a
   newcomer that copies our concept would struggle to compete with us unless they can actually offer an
   improvement. Furthermore, on the opposite side, the industry is remarkably stable, making it easy to anticipate
   future behavior and forecasts. Also, another challenge would be finding and convincing sponsors for our
   product and services. We will also need to prove that we have market research and customer interest;
   otherwise, the supermarkets will not have an interest in sponsoring their products on our App. "

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