This project was developed as part of my Strategic Market Management course at AMSIB. Together with my team, we explored the market entry potential for Stëlz, a Dutch hard seltzer brand, into the Swiss market.
The objective was to determine market viability by conducting a comprehensive analysis of external and internal factors, customer behavior, and overall entry strategy.Stëlz - Swiss Market Expansion
Within the team, I was responsible for:
Conducting the PESTEL analysis of Switzerland.
Leading the Customer Analysis (segmentation, personas, trends).
Contributing to the SWOT analysis.
Designing parts of the presentation slides and ensuring a professional layout.
Presenting insights during the final class presentation.
Participating in a COIL project with Swiss students to exchange real local insights and ensure cultural/business alignment
My Role & Contributions:
The project produced several structured deliverables:
Market Analysis (overview of the Swiss alcoholic beverage market)
SWOT Analysis (brand strengths, weaknesses, opportunities, and threats)
PESTEL Analysis (political, economic, social, technological, environmental, and legal factors in Switzerland)
Customer Analysis (segmentation, persona development, behavior insights)
Swiss Market Viability Assessment
COIL Consultation Insights – feedback from Swiss students on cultural and market expectations
Key Deliverables:
Results / Insights:
Our research concluded that:
The Swiss hard seltzer market is growing, driven by young urban professionals seeking healthier alcohol alternatives.
Opportunities: high disposable income, demand for low-calorie drinks, and premium product positioning.
Challenges: strong competition from established RTD brands, high regulatory standards, and premium pricing pressures.
Conclusion: Despite challenges like low brand awareness and strong competition, Stëlz can successfully expand into Switzerland through a phased urban rollout that highlights its health-conscious positioning and Dutch authenticity.
Reflection
This project allowed me to practice applying strategic frameworks in a real-life market entry context. By consulting with Swiss students through the COIL project, I gained valuable first-hand market insights and experienced the benefits of international teamwork.
I developed strong skills in analyzing international markets, storytelling with data, and aligning insights with business strategy.
It also strengthened my interest in international marketing strategy and cross-cultural consulting.