Apivita, one of the leading natural cosmetics firms in Greece, in the framework of its international expansion seeks for the most suitable target market to enter into the Balkans Region. The Project Team analyzed five candidate countries, reviewing competitive landscape, market potential and institutional environment, and concluded on what country should be prioritised by the company. An action plan for entering the specific market was developed. The methodology followed and the approaches used by the student team can serve as a toolbox for Apivita’s future expansion in other foreign countries.
