Identifying attractive markets and defining entry & internationalization strategies for a new premium mineral-water brand Challenge Following a growth path, the client – a major European retailer and producer of several food and non-food categories - had developed a new premium mineral- water brand and asked for identification of attractive markets for an internationalization strategy. Besides identification of target markets, a detailed market-entry strategy was needed. Approach Arthur D. Little conducted a concept test within eight markets and a KPI review regarding size of the target segment, growth potential and competition. After the prioritization of two target markets, the approach was Detailed analysis of the selected markets (retail channels, competitors, consumers) Development o

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