Global Business Planning Students Recognized for Outstanding Market Entry Strategies at IMM MEPP Awards

Two student teams from the International Marketing and Management (IMM) bachelor specialization have been honored with the Best Market Entry Plan Presentation (MEPP) Awards for their exceptional strategic business expansion projects. These awards, presented as part of the Global Business Planning course, recognize the most comprehensive, innovative, and well-executed market entry plans developed during the semester.

The winning teams focused on developing and presenting real-world international expansion strategies, tackling the challenges of launching businesses in new markets. Their projects demonstrated deep market research, strategic insight, and innovative execution plans, making them stand out among their peers.

Team KISSA – Bringing Austrian Matcha to the UAE

One of the winning teams presented a market entry strategy for KISSA, an Austrian organic matcha brand, aiming to expand into the United Arab Emirates (UAE). Recognizing the growing demand for health-conscious and premium beverage options in the UAE, the team proposed a structured and data-driven approach to introduce the brand effectively into the market.

Their strategy focused on:

• Market Potential – Despite matcha being relatively new to the UAE, the market shows increasing demand for healthy, functional beverages, particularly among expatriates and younger Emirati consumers.

• Strategic Partnerships – The team proposed collaborations with premium supermarkets (Lulu Hypermarket, Spinney’s), e-commerce platforms (InstaShop), and fitness & wellness centers to enhance visibility and accessibility.

• Brand Positioning & Cultural Adaptation – With a strong emphasis on authenticity and quality, KISSA’s entry strategy included marketing campaigns tailored for local consumers, halal certifications, and influencer partnerships to drive brand awareness through social media.

• Competitive Edge – By positioning KISSA as an affordable premium brand, the team identified a pricing gap in the market between low-quality, inexpensive matcha and overly expensive high-end brands, making KISSA a competitive alternative.

To further establish KISSA in the UAE, the team also suggested pop-up store activations, collaborations with boutique cafés, and experiential marketing campaigns that align with Dubai’s thriving café culture and fitness trends.

Team Poptop – Expanding Ergonomic Children’s Desks to the Netherlands

The second winning team developed a market entry plan for Poptop, an Austrian SME specializing in ergonomic, height-adjustable desks for children, targeting the Dutch market. With the Netherlands’ strong focus on sustainability, digitalization, and functional design, the team saw a unique opportunity to position Poptop as a leader in ergonomic children’s furniture.

Key aspects of their strategy included:

• Market Readiness – The Netherlands has a highly eco-conscious consumer base, making Poptop’s sustainable and adaptable furniture an attractive option for Dutch families. The team also highlighted the importance of functionality and space optimization in urban homes, aligning well with Dutch living trends.

• Distribution & Entry Mode – The team recommended a dual-entry strategy combining direct and indirect exporting through local e-commerce platforms (Bol.com), premium furniture retailers, and showroom collaborations with co-working spaces and family-friendly cafés.

• Brand Awareness & Marketing – The strategy emphasized influencer marketing, partnerships with schools and kindergartens, and participation in design fairs like Dutch Design Week to enhance visibility and credibility in the market.

• Long-Term Vision – Beyond the launch of height-adjustable desks, the team suggested that Poptop expand its product range to include complementary furniture pieces and accessories, creating a one-stop-shop for ergonomic children’s furniture.

The team also addressed key challenges, including competition from established brands like IKEA and Flexa, and proposed solutions that highlighted Poptop’s unique value proposition, high-quality materials, and modular product design.

Recognizing Excellence in Global Business Strategy

The IMM MEPP Awards are designed to recognize and celebrate students who excel in market research, strategic thinking, and practical business application. This year’s winners demonstrated exceptional understanding of international business environments, combining theoretical knowledge with real-world strategic execution.

Their presentations not only highlighted the potential of their chosen markets but also provided comprehensive and feasible market entry strategies, ensuring their proposals were both innovative and implementable. The depth of their analysis, coupled with their creative approach to branding, marketing, and distribution, made them deserving winners of the award.

A big congratulations to the winning teams for their hard work, dedication, and outstanding achievement!