P
ProHub
English 简体中文 繁體中文
Easy Market entry

Ikoyi Co in America

#CPG #Skincare
ProHub Comment

This is a well-structured market entry case that requires candidates to analyze regional market dynamics, conduct financial projections, and make a strategic recommendation. The case emphasizes the importance of market consolidation analysis (West region) versus market opportunity assessment (East, Midwest, South), and challenges candidates to work backwards from a revenue target to validate feasibility.

Estimated Time 15 minutes
Difficulty Easy
Source Duke
50 / 100
Your client, Ikoyi Co is a UK-based company selling skincare products. They have been successful in the UK and are considering entry into the US. They have asked us to help identify if this is a viable strategy and which key US markets to enter.

Clarifying Information

  1. Client/Company information: client is looking for $500M Net Sales Value in 3 years, after retailers take their cut (40%). The imagined split is 50% DTC (no margin cut, 100%) and 50% retail
  2. Industry/Competition information: currently one of the biggest players in the UK market. Industry is very fragmented
  3. Product information: general skincare products (e.g. moisturizers, vitamin C serum, exfoliators)
  4. Value Chain/Revenue information: earns revenue from selling directly to final consumer on their website and through retail
  5. Any constraints on the case: the company is considering US only