Market Entry Strategy Analysis for the US Disc Golf Equipment Industry

Abstract

This thesis investigates the market entry opportunities for Liito, a startup company developing a sports tracking device for disc golf, into the US market. The study focuses on three key research questions regarding the US market. These questions pertain to the legal framework, the competitive landscape, and the behavioral differences between American and Finnish disc golfers. To answer these questions, a literature review on the subject was conducted, which was then compared to research using a combination of qualitative and quantitative methods. The quantitative method included an online survey of American and Finnish disc golfers, while the qualitative method included an interview with artificial intelligence. The questionnaire received 776 responses in total.

The findings show that the US market offers significant opportunities due to its mature market, but exportation and the legislative framework are complex and require significant efforts to penetrate. Notable similarities and differences can be found in the demographic, preference, and behavioral characteristics of US and Finnish respondents. The three main differences between US and Finnish respondents were: organizational role, age structure, preferred disc acquiring avenues. The findings also provide solid proof of consumers' interest in Liito's product and its top features. The results also included naming and identifying direct and indirect competitors.

The study does recognize the research's limitations as well as the US complex legal framework. Collaboration with legal experts may be required to provide a more comprehensive understanding of the regulatory environment and potential challenges.