CTM Alder AG: Market potential analysis for the possible internationalization of a Swiss software product

Abstract

The Swiss software producer has been specializing in providing digital learning solutions in driving instruction. Their focus has been shifted towards creating an innovative solution to ease the everyday business of driving schools and instructors. Hence, the pioneering software was launched. Since the product has been launched in Switzerland, the CEO has been investigating the expansion of business operations into markets abroad. The problem was to assess all critical data points about as many countries as possible. A recommendation was made on which country the client should expand to first.