““If you were to determine in this branch of the analysis that the client had only a modest and temporary competitive advantage over its competitors, would it affect your initial hypothesis that the client should enter XYZ market? My initial instinct would be to revise my hypothesis to “Client should not enter XYZ market” because, based on the analysis of the first branch, half the market is shrinking, and the client doesn’t have a long-term advantage in the market.””
