Target market entry process for a sports drink company

Abstract

Internalization of the sport industry is one of the main contributors to its success and rapid growth. The sports nutrition market is increasing simultaneously together with the sport and fitness market. Therefore, more and more companies are deciding to expand to foreign market. The case company EuropeActive Agency is responsible for the marketing of iPro Sport. iPro Sport has already established itself in its home market, so EuropeActive Agency decided to introduce it in continental Europe. The main goal of the research is to make a market analysis of potential target countries and to provide market entrance suggestions for iPro Sport drink based on theory, empirical research and data analysis. The study is designed as an international market selection process and applied theories of internalization and analytical marketing tools. The internal and external analysis was made during the research. Overall, the thesis includes a theoretical and an empirical part. The theoretical part introduces the reader with the key concepts used the research, whereas the empirical part focuses on the market screening process and selecting a market entry method. The results of the research show that the most potential markets for the case company to enter are Germany and the Netherlands, and the most suitable entry strategy is the so called wave strategy. The conclusion of the thesis was achieved through a market selection process that involved eliminating the least potential countries.