What is a market entry strategy?

A market entry strategy refers specifically to the planned approach that a business uses to launch its products or services in a new market. This involves thorough research and planning to assess market conditions, determine the best means to enter the market (such as through exporting, franchising, or joint ventures), and understand the competitive landscape. A well-defined market entry strategy is crucial for mitigating risks associated with entering unfamiliar markets and helps a business to establish itself effectively and succeed in fulfilling its objectives.

The other options do not capture the essence of a market entry strategy. Increasing brand visibility pertains more to marketing tactics aimed at promoting awareness rather than entering a market. Techniques for retaining existing customers focus on customer loyalty and satisfaction within established markets, while policies for handling customer complaints are more about customer service and support than market entry. Thus, the specific goal of a market entry strategy is to plan and execute a successful launch in a new market, making the second choice the most accurate description.