Tequilas del Señor S.A. de C.V. - Entry Strategy to the Finnish Market
Voutilainen, Niina (2018)
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The objective of this thesis was to provide Tequilas del Señor, a tequila producing company, an entry strategy to the Finnish market. The research aimed to discover the consumption levels of alcohol and Tequila in the Finnish market, study possible distribution channels of alcohol, and relevant legislation regulating the Finnish market. The theoretical foundation of this paper explains motivations for internationalization, various methods of foreign market entry, as well as some of the common entry barriers in international business. The thesis introduces Tequila, its categories and classifications, production process, and the environmental issues of the production. The paper also introduces the most important laws and regulations concerning the Tequila industry, as well as the Mexican organizations which are involved in the supervision of the production, and the promotion of Tequila. The research was conducted based on literature, published papers, web sources, as well as interviews. The findings of this thesis describe the set-up of an alcohol distribution network in Finland, and the current consumption levels of alcohol in the target country. The paper suggests a strategy for Tequilas del Señor based on the author’s study of the potential customer groups, the costs and possible barriers of the market entry, and the competitive edge of the products over existing brands. Some marketing opportunities in the Finnish market are proposed as well. Finally, the thesis shares information on logistics and taxes in case Tequila is to be exported to Finland.