Analysis of the table
Among the markets analyzed in the table, the most promising one to penetrate is United Kingdom for several reasons:
• As highlighted in the table, about five out of six people find breastfeeding in public acceptable if done discreetly. The discretion can be well achieved through the utilization of the Willowy cover-ups.
• Due to the similarity between the American and English culture. Since the product is first thought of for US mothers, it could also be appreciated by English mothers.
• UK has a good position in the birth rate (12 births/1000 population). It is not as high as Brazil's, but the choice of UK is related to higher GDP per capita, expressed in US dollars.
• Among the market analyzed, UK has the best position where it is placed 9th in the world.
• UK employment rate is 56%, which is lower than any of the other countries in the table rate, but very similar to that of the US employment rate (57%).
• Moreover, UK is in a strategical geographical position which is favorable for further expansion into the Eurozone. Analysis of the market:
Potential market size: When looking at the potential market for Willowy’s cover up it is necessary to find how many women the product is suitable for. The starting number is going to be 64,596,800: the number of people living in the UK . Of the population, 50.7% are women . This brings the number down to 32,750,578. Next, the range is lowered the number of women between the ages of 20-40 which is approximately 27% of the population in the UK . This calculation brings the number down to 8,842,656. After,
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The culture of the U.K. is very similar to that of the United States’ in regards to working class women, and how people view breastfeeding in public places. If Willowy decides to expand to the English market they could have the potential to double their customer