- Sprinkler strategy
The Sprinkler Strategy is a Market Entry Strategy that a company can use if it wants to enter a market in a foreign country.
According to the Sprinkler Strategy a company enters all suitable markets at the same time.
Especially geocentrically orientated companies are often using this approach. All available resources such as employees and capital get distributed to all countries to enter the new markets as quickly as possible and to develop a secure market position.
Important clients need to be targeted, key suppliers, distributors and multipliers need to be addressed at once in order to enter the market as fast as possible. This market entry approach is as far as possible standardised, which distinguishes it from the waterfall strategy.
The sprinkler strategy is also advantageous for companies that produce products with a shortlife cycle since they do not have the time to enter each market step by step.
The Sprinkler Strategy is a very quick way to introduce a product around the globe. [Robin Wensley, Barton A. Weitz (2002) "Handbook of Marketing";SAGE Publications Ltd.]However, the sprinkler strategy is usually not feasible for small and medium sized companies because of its high demand of skilled management and financial resources. [Christoph Lymbersky (2008) "Market Entry Strategies"; Management Laboratory Press]
See also
*
Wave strategy
*Waterfall Strategy References
[1] Robin Wensley, Barton A. Weitz (2002) "Handbook of Marketing"; SAGE Publications Ltd.
[2] Christoph Lymbersky (2008) "Market Entry Strategies"; Management Laboratory Press
Carola Vogelmann: (2003) "Markteintrittstrategien transnationaler Unternehmen"; Grin Verlag
Marc Steinebach (2006) "Internationale Markteintrittsstrategien"; Grin Verlag
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