The Project MTR is the successful, vertically integrated, operator of the Hong Kong Metro. With their home market business maturing, MTR were seeking opportunities elsewhere and decided that mainland China and Europe should be areas of focus. An international strategic review had been undertaken that convinced the Board that Europe should be part of the core strategy, however further work was needed before the expansion strategy could be realised. Our Role Maddox Consulting were retained to work with this major corporation to aid their diversification into the European market. We undertook a variety of projects to validate and refine the entry strategy, identify business opportunities, and then pursue specific opportunities. These included the following discrete a

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