INTERNATIONALIZATION PLANNING : The German market analysis for Alkuvoima East Ltd.
Klimchuk, Sviatoslav (2013)
Klimchuk, Sviatoslav
Mikkelin ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013122322093
https://urn.fi/URN:NBN:fi:amk-2013122322093
Tiivistelmä
The study is focused on estimating the potential of the digital marketing market in Germany, and formulating the recommendations for the small-sized Bulgarian-Finnish digital marketing agency Alkuvioma East Ltd. in respect of the company’s potential entry in the German market. The primary aim of the research is a comprehensive analysis of the market that covers the study of the market size, demand, competitors and customers.
The company itself is also subjected to the analysis with particular attention paid to its competitive advantages and their applicability in the target market. Based on the results of this analysis combined with the conclusions about the digital marketing in Germany, the optimal entry mode is identified.
Four conducted interviews, three of which were with the representatives of the German digital mar-keting agencies, provided valuable information directly from people who have experience in the target sphere, and contributed to increasing the reliability of the research. The study answers the stated research questions, so it can be a practical guide for the digital marketing agency planning the entry in the German market.
The theoretical part includes three chapters. The first one describes the internationalization process in details. The subdivision of the chapter into the smaller parts in chronological order (motives-phases-entry modes) should contribute to a better perception. The second chapter contains concise theory about the key elements of a strategic marketing plan, and the third one describes SLEPT analysis that is a method of the thorough target market research and analysis.
The empirical part begins with a detailed analysis of Germany as a desired market for businesses in general, gradually transitioning then to the consideration of the digital marketing separately. This part of the research is done first of all in relation with Alkuvoima East and its competences. The empirical part ends with the subchapters that were originally the main objectives of the research: the advantages and disadvantages of the German market are analysed, and the entry mode analysis is finalizing the research.
The company itself is also subjected to the analysis with particular attention paid to its competitive advantages and their applicability in the target market. Based on the results of this analysis combined with the conclusions about the digital marketing in Germany, the optimal entry mode is identified.
Four conducted interviews, three of which were with the representatives of the German digital mar-keting agencies, provided valuable information directly from people who have experience in the target sphere, and contributed to increasing the reliability of the research. The study answers the stated research questions, so it can be a practical guide for the digital marketing agency planning the entry in the German market.
The theoretical part includes three chapters. The first one describes the internationalization process in details. The subdivision of the chapter into the smaller parts in chronological order (motives-phases-entry modes) should contribute to a better perception. The second chapter contains concise theory about the key elements of a strategic marketing plan, and the third one describes SLEPT analysis that is a method of the thorough target market research and analysis.
The empirical part begins with a detailed analysis of Germany as a desired market for businesses in general, gradually transitioning then to the consideration of the digital marketing separately. This part of the research is done first of all in relation with Alkuvoima East and its competences. The empirical part ends with the subchapters that were originally the main objectives of the research: the advantages and disadvantages of the German market are analysed, and the entry mode analysis is finalizing the research.