Market entry plan
• Introduction
• Company description
o Recent history and successes
o Company mission, goals, core competencies, etc.
• Viability assessment
o Discuss the current marketing situation (this can include a SWOT, PEST, etc.)
o Evaluate the product as an innovation as it is perceived by the intended market(s)
• Relative advantage, compatibility, complexity, trialability, and observability.
• What major problems and resistance do you foresee? How are you going to overcome those?
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