Sofie in internationalization evolution : A strategy planning
Le, Hang (2012)
Arcada - Nylands svenska yrkeshögskola
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The thesis follows a commission to conduct an international marketing strategy plan for Syfo Ltd. Syfo’s product named Sofie is an innovation for doing social accounting and social impact measurement in all nonprofits, public organizations, and private firms. The thesis aims at providing strategic directions for Sofie throughout the internationalization process which consists of 3 stages: initial entry, local market expansion, and global integration. A marketing research of internal and external environments was done as the preliminary stage preparing foundation for the whole strategy plan. In each stage of the international evolution, Sofie has to deal with different issues which lead the company to define its goals and targets. The first stage concerns about choice of country, choice of scale and time, and choice of entry mode; stage 2 focuses on increasing sales and strengthening local market position; and stage 3 emphasizes on achieving sustainable growth toward global orientation. Through Sofie international strategy plan, the thesis also demonstrates some general learning lessons for other strategic plan makers. Because the international evolution is built on company’s cumulate experiences, it is suggested that companies pursuing international path should take learning process seriously at all time, especially the most obvious lesson is to re-examine strategy plan when facing internal or external changes in order to prepare new strategies for appropriate responses.