01 / Context
Expansion with real constraints.
The competition case concerned an Australian beverage company considering U.S. expansion under investment and capacity constraints.
02 / Problem
The biggest segment is not always the best entry.
The largest segment was not automatically the most attractive starting point. Entry strategy had to account for contribution margins, competitive positioning and the practical route to supply.
03 / What I did
Sequence the market and operating model.
We compared mainstream, premium single-serve and better-for-you segments. Our recommendation favored the better-for-you segment and a staged model: export supply to establish entry, then transition toward U.S. co-packing.
The roadmap connected supply-chain preparation, initial regions, channel selection, financial modeling, and feedback from the proposed launch.
04 / What mattered
A clear recommendation under a deadline.
A staged recommendation: establish entry through exports, then transition toward U.S. co-packing.
Our team reached the semifinals with an executive recommendation and a staged implementation roadmap.
05 / Reflection
A market choice needs a route to supply.
An attractive segment is only half a recommendation. The supply route and operating model have to make entry plausible.
06 / Selected evidence
The record behind
the work.
SECC 2026 semifinalist. Selected excerpts present the team’s competition recommendation.
Team / Bao Vo, Shiuan-Bai Ann, Wendi Ma, Bide Chen and Yueheng Xing.