Case Company Expansion Strategy in the Electric Surfboards Market in Europe
Shamray, Roman (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051210360
https://urn.fi/URN:NBN:fi:amk-2023051210360
Tiivistelmä
This master thesis work develops elements of the expansion strategy for the case company in the electric surfboard market in Europe. Elements consist of a variety of business models that are collected in the practical study and prepared for integration into the case company expansion playbook.
The findings reveal that the electric surfboard market in Europe has significant growth potential, driven by increasing demand for eco-friendly water sports and rising interest in new recreational activities. The case company has a strong brand and innovative product culture that creates a competitive edge. However, the research also identifies several challenges, including the global supply chain crisis, product pricing, and others.
The study understands the market situation and the cooperation between existing players. Customer approaches are studied and presented from different views. Business models for new market entry, external expansion, and internal development are developed and integrated into the world.
Practice-based research method with a qualitative data collection technique is used to fulfil the scope of work that is limited by geographies and research questions to focus the work on customer and expansion-related business modelling.
As an outcome of the work, the final one-page strategy diagram is presented to the reader in the Findings chapter introduces the overall company direction and enables navigation through the developed business models for the case company.
The findings reveal that the electric surfboard market in Europe has significant growth potential, driven by increasing demand for eco-friendly water sports and rising interest in new recreational activities. The case company has a strong brand and innovative product culture that creates a competitive edge. However, the research also identifies several challenges, including the global supply chain crisis, product pricing, and others.
The study understands the market situation and the cooperation between existing players. Customer approaches are studied and presented from different views. Business models for new market entry, external expansion, and internal development are developed and integrated into the world.
Practice-based research method with a qualitative data collection technique is used to fulfil the scope of work that is limited by geographies and research questions to focus the work on customer and expansion-related business modelling.
As an outcome of the work, the final one-page strategy diagram is presented to the reader in the Findings chapter introduces the overall company direction and enables navigation through the developed business models for the case company.