INTERNATIONALISATION OF FINNISH SME TO UK MARKETS
Foley, Liam (2019)
Foley, Liam
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905088192
https://urn.fi/URN:NBN:fi:amk-201905088192
Tiivistelmä
Requirements in order to internationalise Finnish SMEs and understanding the need for both market entry and exit strategies.
When internationalisation is needed from a company it is usually due to contraints within the domestic market. The need correctly plan an exit of the market is equally as important to entry mode. Companies must be able to plan accordingly in the event of failure. However, in order to ensure success an SME must utilise marketing and use of social media effectively. The findings were that whilst an online platform is certainly required, there must also be a physical element to the webshop in order to entice buyers through a continuum of behaviour purchasing pattern. These were the findings of the thesis produced in the masters degree programme at Häme University of Applied Sciences by Liam Foley as part of Business Management and Entrepreneurship.
The thesis aims to look at the expansion into the UK market, taking into account the current climate regarding brexit and the need for SMEs to be cautios when expanding due tolack of capital. The use of a digital platform with this thesis was important due to the case company being solely an online based company. The results showed that whilst it is vital to have an online presence they must also utilise the physical format of marketing products due mainly because of the type of product, cosmets, which can be classesd as a luxury purchase. Consumers are less likely to purchase wihtout seeing the product in front of them.
The results did show that social media influences the purhcasing behaviour of consumers considerably and therefore in order to penetrate the market this would be the angle to choose. Utilising the influence that social media has on the current market in order to get into the UK. WIth the population size of the UK this is easier than with smaller countries.
In my opinion I do not believe that Brexit will occur and whilst it can cause some uncertainty this is the reasons behind emphasising the importance of an exit strategy should the market shift and become more unstable and voltatile for the market.
When internationalisation is needed from a company it is usually due to contraints within the domestic market. The need correctly plan an exit of the market is equally as important to entry mode. Companies must be able to plan accordingly in the event of failure. However, in order to ensure success an SME must utilise marketing and use of social media effectively. The findings were that whilst an online platform is certainly required, there must also be a physical element to the webshop in order to entice buyers through a continuum of behaviour purchasing pattern. These were the findings of the thesis produced in the masters degree programme at Häme University of Applied Sciences by Liam Foley as part of Business Management and Entrepreneurship.
The thesis aims to look at the expansion into the UK market, taking into account the current climate regarding brexit and the need for SMEs to be cautios when expanding due tolack of capital. The use of a digital platform with this thesis was important due to the case company being solely an online based company. The results showed that whilst it is vital to have an online presence they must also utilise the physical format of marketing products due mainly because of the type of product, cosmets, which can be classesd as a luxury purchase. Consumers are less likely to purchase wihtout seeing the product in front of them.
The results did show that social media influences the purhcasing behaviour of consumers considerably and therefore in order to penetrate the market this would be the angle to choose. Utilising the influence that social media has on the current market in order to get into the UK. WIth the population size of the UK this is easier than with smaller countries.
In my opinion I do not believe that Brexit will occur and whilst it can cause some uncertainty this is the reasons behind emphasising the importance of an exit strategy should the market shift and become more unstable and voltatile for the market.