Case: E2 | Acquisition path

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Roadmap for success?

11-04-2022 880 views 1

E2 | Acquisition path

How do you guide someone to sell your product abroad?

Selling a product in another country isn’t just about having something good to offer — it’s also about finding the right people to help you sell it. When entering a new market, you usually need an agent or distributor to promote your product and reach potential buyers.

As an exporter based in the Netherlands, you often can’t do the selling yourself. You’re not on the ground, you don’t speak the language fluently, and you don’t have local contacts. That’s why finding and guiding the right intermediary is one of your most important tasks.

These local partners — your intermediaries — might be your eyes, ears and hands in the foreign market. But they can’t do everything on their own either. They need direction, support, and a clear plan. That’s where you come in.

You can’t do everything — but you are responsible for how it gets done.

Why this assignment matters
You’ve already segmented the market and selected your target groups. Now it’s time to think ahead: how will your intermediary approach those customers — and what help do they need from you? This assignment helps you describe your acquisition path: a simple roadmap for how your product should reach new buyers.

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export management

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Assignments for students

What to do?

1. Define key capabilities

Based on your product and target market, what must your intermediary be able to do? Think of language skills, cultural knowledge, technical understanding, or local contacts. Experience with similar products or customers is often a big advantage — including having an existing network.

2. Give a starting point

Imagine your intermediary is ready to go. What should be their first step?
Should they start by visiting leads, making calls, or setting up a product demo?

3. Describe your own role

As the exporter, what can you offer to support your intermediary?
Think of promotional materials, pricing info, training, or help with questions.

4. Review your plan

How realistic is your acquisition path? Does it fit your product and market Would you feel confident sending someone out with it?

Note:
Base your answers on your selected business case (FRST or WaterCamp). Use your own words — it’s about clear thinking, not about perfection.

Which standards apply?

All steps are addressed clearly and specifically.
The acquisition path fits your chosen market and product.
Reasoning is practical, well-argued and focused on real-world action.
The exporter’s role is described realistically and with intention.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

Case: E2 | Acquisition path

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One comment to “E2 | Acquisition path”

Edvard Spaapen says:

July 31, 2025 at 12:16 pm

E2 – Acquisition path

– Minder talig en eenvoudiger taalgebruik.
– Duidelijke stapsgewijze opdrachtstructuur, die studenten concreet begeleidt.
– De rol en beperkingen van de exporteur zijn expliciet en realistisch toegelicht, wat het begrip van de praktijk versterkt.
– Het begrip ‘intermediary’ is krachtiger en toegankelijker uitgelegd, wat zorgt voor beter begrip en toepassing.

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