International market selection process between Sweden and Germany : case Studio Savon
Pervis, Titta; Lönnqvist, Pauliina (2021)
Lataukset:
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202201101144
https://urn.fi/URN:NBN:fi:amk-202201101144
Tiivistelmä
Globalization has become a familiar concept for everyone. The world seems smaller when products and services are available from another side of the world through digital channels. Due to digitalization, global beauty is on the rise and already around 20% of the revenue is generated through online channels. Consumers have followed the trend and changed their purchasing behavior moving to online markets.
The thesis aimed to help the case company to examine the chosen foreign markets to enter. We investigated what kind of actions are needed to make the market expansion successful. In this study, we use the country screening matrix for global marketing research. Leaning on reliable theories, the matrix includes market areas and factors that formulate opportunities and threats to the company when entering new markets. They also influence the firm’s capacity to attract customers and long-term customer relationships. The global marketing plan model is presented for further research.
The study uses qualitative and quantitative research methods and a deductive research approach. The primary data was collected from the case company business owner’s statements and interview. The secondary data was gathered from previous literature, statistics, articles, and internet sources.
The comparison between the target markets, Sweden and Germany, was done through the screening. The conclusions are drawn by the results of the market screening process. The research questions are answered. Key findings, as well as the most potential target market for the case company with reasoning, are explained.
The thesis aimed to help the case company to examine the chosen foreign markets to enter. We investigated what kind of actions are needed to make the market expansion successful. In this study, we use the country screening matrix for global marketing research. Leaning on reliable theories, the matrix includes market areas and factors that formulate opportunities and threats to the company when entering new markets. They also influence the firm’s capacity to attract customers and long-term customer relationships. The global marketing plan model is presented for further research.
The study uses qualitative and quantitative research methods and a deductive research approach. The primary data was collected from the case company business owner’s statements and interview. The secondary data was gathered from previous literature, statistics, articles, and internet sources.
The comparison between the target markets, Sweden and Germany, was done through the screening. The conclusions are drawn by the results of the market screening process. The research questions are answered. Key findings, as well as the most potential target market for the case company with reasoning, are explained.