Export Business Plan – Case LashLovers Oy
Koskiaita, Susanna (2021)
Koskiaita, Susanna
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121626486
https://urn.fi/URN:NBN:fi:amk-2021121626486
Tiivistelmä
This thesis is a case study for LashLovers Oy. The aim is to explore ways and channels for internationalising and entering the British market. The research is qualitative and uses mainly secondary data. The theoretical background focuses on two models of internationalisation that are suitable for small and medium size enterprises. Additionally, the thesis presents the globalisation process from a strategic, tactical, and operative decision-making point of view. The impacts of e-commerce on internationalisation and online sales channels are also covered briefly in the review. At the end of the theoretical part, there are examples of Finnish international cosmetic companies.
In addition to the theory, the main research includes a target market analysis, which is conducted with a help of a business environment analysis and a competitor analysis. The COVID-19 pandemic and Brexit have brought uncertainty to the industry, but consumer confidence and the increased use of e-commerce are providing opportunities for growth. Furthermore, the analysis gives information on the UK consumers and regulatory changes after Brexit. The competitor analysis is done with the use of Porter’s five forces tool and a competitor analysis template with three selected direct competitors. The international marketing plan is focused on an entry strategy through an importer/distributor and a brief marketing mix, which can be complemented in the future with information from importer negotiations and contract information.
In addition to the theory, the main research includes a target market analysis, which is conducted with a help of a business environment analysis and a competitor analysis. The COVID-19 pandemic and Brexit have brought uncertainty to the industry, but consumer confidence and the increased use of e-commerce are providing opportunities for growth. Furthermore, the analysis gives information on the UK consumers and regulatory changes after Brexit. The competitor analysis is done with the use of Porter’s five forces tool and a competitor analysis template with three selected direct competitors. The international marketing plan is focused on an entry strategy through an importer/distributor and a brief marketing mix, which can be complemented in the future with information from importer negotiations and contract information.