As a team of four MSc Marketing students at the London School of Economics (LSE), coming from Greece, Hong Kong, and South Korea, we are collaborating with Meetfox to strategize their entry into the UK market. Our collaboration with MeetFox is part of our degree’s Marketing Action Learning Project, which offers hands-on marketing experience to students by connecting them with companies across an array of industries, to solve a real-life problem through the final semester of the program.

While tackling the challenges that arise with teamwork, and leveraging each of our unique backgrounds and skillsets, we are strategizing for our new market entry proposal. We carefully examine the new context in which MeetFox will operate, paying close attention to both cross-cultural diversity and existing players.

Through a combination of primary and secondary market research, we aim to unveil and understand the current pains and needs of our relevant segments, decide on our core target groups, and determine how MeetFox may position itself against its competitors.

Further, based on our findings, a plan for managerial action will be put forward with regard to how to reach and appeal to MeetFox’s core consumer groups.

Our strategy formulation was fuelled by our marketing knowledge, our plentiful brainstorming sessions, as well as our consultations with Tali and Susanne, who helped us understand the MeetFox brand and the company’s past decisions with regards to marketing and product development.

Through this project we hope to go beyond theoretical concepts we have learned in class, developing our skills in providing comprehensive real-life solutions to various marketing tasks. We are delighted by the opportunity to apply our skills to make a tangible impact for the company, as well as the opportunity to work within the ever-growing domain of SaaS.

It has so far been an exciting experience hearing from Susanne and Tali about their goals and ambitions, as well as the story behind how MeetFox came into existence. We hope to leverage not only our cultural diversity but also our academic backgrounds in Economics, Management, Digital Culture, and Law, to provide them with a holistic proposal by the end of this project, and make a contribution, however big or small, to the development of MeetFox.