After considering Endava’s background, clients’ segmentation, Covid-19 impact, PESTLE, Porter 5 Forces, Life Cycle, Bowman’s Strategy, and BCG matrix models in the first project, Endava is recommended to internationalize. The second project analyses the homogeneity, accessibility factors, market potential, target segment, market accessibility, competition, and Ansoff matrix in the three potential markets, Singapore, China, and India, in which Singapore is the final chosen market.

The final project shows management contract is the suitable entry mode for Endava, and considers the best- and worst-case scenarios, suppliers, and exit strategies. The recommendation for Endava when entering the Singapore market is to establish a relationship with the suppliers, be prudent with the operating cost and public relations, and exit the market if it is not profitable.

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