Market Entry Case Study (promotion part)

Market Entry Case Study (promotion part)

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Detailed description of assessment
Ecovative ( is an North American based company who have invented and patented a new packaging technology that is eco-friendly (TED Talks Season 24 Episode 10.01.10 – Eben Bayer: Are mushrooms the new plastic?)

They are seeking to develop worldwide impact by promoting the use of their technology (product and process) as a replacement to traditional use of toxic chemicals and plastics such as formaldehyde and Styrofoam.

Watch the video, peruse the website. Take a look at the five current applications that mycelium can be used for. Now consider this in the context of your home country market. Research and discuss with your syndicate what agricultural by products are in abundance and which might be suitable for use with mycelium.
Then research and discuss which industrial/manufacturing sector in your home country would be an appropriate market to target.

In a group paper totaling 2400 words put a case forward to Ecovative for establishing a manufacturing, sales and distribution facility in your home country.
Pick only one of their 5 products/applications to focus on.