Internalization process to the French market using the Go-To-Market strategy : case study_Tracker Inc.
Bakhi, Imane (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112631685
https://urn.fi/URN:NBN:fi:amk-2023112631685
Tiivistelmä
In today’s fast-growing market, digital world, and intense competition, local medium-sized companies in Finland are forced to have proactive strategies and objectives in targeting the international market at a very early stage of their establishment.
Business owners and entrepreneurs may be fully aware of the limited size of their domestic market for long-term business growth and a strong indicator for early business maturity. Yet, it takes years and endless meetings for the company to eventually decide to go international, then decide when, what market to go to first, and how. This internalization process is too complex and multifaceted which may lead the company to stagnate and have a late market entry. Where competitors may have already built a strong business ecosystem and high entry barriers for new entrants.
Tracker Inc. is selected as the project case company to analyse the firm readiness to expand its business operations to southern Europe, and the French market in particular. The theoretical part of this project explores the prominent internalization theories with the aim of understanding the international business behaviour of the case company. It will also focus on analysing and explaining the core elements of the Go-To-Market strategy, their implication, and findings from similar cases as well as the agile methodologies for entering new markets. The analytical phase involves gathering data using semi-structured interviews for qualitative study. Four respondents were case firm executives and five outside interviewees with knowledge of the French market were chosen as a representative sample.
The result of the study is to provide the case company with a comprehensive Go-To-Market plan considering the company’s existing market position, experience, and readings in terms of investment and resources.
Please be informed that due to the confidential nature of certain information and reports that were used as references will be removed from the public report.
Business owners and entrepreneurs may be fully aware of the limited size of their domestic market for long-term business growth and a strong indicator for early business maturity. Yet, it takes years and endless meetings for the company to eventually decide to go international, then decide when, what market to go to first, and how. This internalization process is too complex and multifaceted which may lead the company to stagnate and have a late market entry. Where competitors may have already built a strong business ecosystem and high entry barriers for new entrants.
Tracker Inc. is selected as the project case company to analyse the firm readiness to expand its business operations to southern Europe, and the French market in particular. The theoretical part of this project explores the prominent internalization theories with the aim of understanding the international business behaviour of the case company. It will also focus on analysing and explaining the core elements of the Go-To-Market strategy, their implication, and findings from similar cases as well as the agile methodologies for entering new markets. The analytical phase involves gathering data using semi-structured interviews for qualitative study. Four respondents were case firm executives and five outside interviewees with knowledge of the French market were chosen as a representative sample.
The result of the study is to provide the case company with a comprehensive Go-To-Market plan considering the company’s existing market position, experience, and readings in terms of investment and resources.
Please be informed that due to the confidential nature of certain information and reports that were used as references will be removed from the public report.