Internationalisation Plan of Jimmy Lion to Finland: effective entry strategy for expanding global presence in a promising european market.
del Moral Escobar, Diego (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060220935
https://urn.fi/URN:NBN:fi:amk-2023060220935
Tiivistelmä
This thesis aims to develop an internationalisation plan for Jimmy Lion, a Spanish-based fashion brand, targeting the Finnish market. The plan focuses on key strategies and methodologies involved in successfully entering a new market.
The first section presents a comprehensive literature review, which analyses business strategic analysis theories and explores various internationalisation entry strategies. This review establishes the theoretical framework for the research, ensuring an understanding of the fundamental concepts and principles underlying the internationalisation process.
The second section outlines the research methodology employed in this study, which primarily includes an interview with Alvaro Gomis, co-founder of Jimmy Lion. This qualitative research method allows for an in-depth exploration of the company's perspectives and insights. Additionally, complementary quantitative research methods are used to supplement and validate the findings. In addition, the research question guide the systematic and accurate execution of the study.
The third section showcases the thesis's main outcomes, focusing on the internationalisation plan. This analysis encompasses an internal and external evaluation of the company, an assessment of the target market, and an exploration of the entry method to be employed in the new market. It offers a detailed examination of the critical factors to consider when venturing into a new market.
Finally, the last section of the thesis highlights the study's significance, along with recommendations, potential limitations, and final conclusions drawn from the findings.
The first section presents a comprehensive literature review, which analyses business strategic analysis theories and explores various internationalisation entry strategies. This review establishes the theoretical framework for the research, ensuring an understanding of the fundamental concepts and principles underlying the internationalisation process.
The second section outlines the research methodology employed in this study, which primarily includes an interview with Alvaro Gomis, co-founder of Jimmy Lion. This qualitative research method allows for an in-depth exploration of the company's perspectives and insights. Additionally, complementary quantitative research methods are used to supplement and validate the findings. In addition, the research question guide the systematic and accurate execution of the study.
The third section showcases the thesis's main outcomes, focusing on the internationalisation plan. This analysis encompasses an internal and external evaluation of the company, an assessment of the target market, and an exploration of the entry method to be employed in the new market. It offers a detailed examination of the critical factors to consider when venturing into a new market.
Finally, the last section of the thesis highlights the study's significance, along with recommendations, potential limitations, and final conclusions drawn from the findings.