Growth and Market Establishment : A Case Study of Company X's Expansion in the French Market
Sabwa Wa Kashadila, Hans (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-2023121938572
https://urn.fi/URN:NBN:fi:amk-2023121938572
Tiivistelmä
This thesis project focuses on Company X, an experienced company originally from Finland that operates in the networking/events industry, and which is currently expanding its activities to the French market. The main objective of this thesis was to explore the essential strategies that Company X should implement after entering the French market in order to enhance its growth and establish a strong presence.
A qualitative research approach was employed in this project, utilizing interviews and in-depth research to understand Company X's environment and to formulate proposals for improvement. Key figures responsible for the French expansion were interviewed, and findings were analysed with the help of strategic planning tools such as the SWOT and Porter’s Five Forces analyses. The research also incorporates theories on service-based company growth and marketing strategy theories.
The analysis of the company revealed that Company X has a competitive advantage over its French competitors with its international dimension and hybrid concept (face-to-face and virtual connection opportunities). However, as a new entrant, Company X needs to raise brand awareness to gain credibility and trust in the French market. Moreover, the company has a poor presence on social media.
The author’s recommendations include focusing on brand awareness through leveraging Company X's strengths in the networking/events industry and adopting an inbound marketing strategy on social media to have a customer centric approach. Specific LinkedIn marketing strategies are proposed, covering aspects such as building a community, maintaining a consistent image, and using LinkedIn Ads.
A qualitative research approach was employed in this project, utilizing interviews and in-depth research to understand Company X's environment and to formulate proposals for improvement. Key figures responsible for the French expansion were interviewed, and findings were analysed with the help of strategic planning tools such as the SWOT and Porter’s Five Forces analyses. The research also incorporates theories on service-based company growth and marketing strategy theories.
The analysis of the company revealed that Company X has a competitive advantage over its French competitors with its international dimension and hybrid concept (face-to-face and virtual connection opportunities). However, as a new entrant, Company X needs to raise brand awareness to gain credibility and trust in the French market. Moreover, the company has a poor presence on social media.
The author’s recommendations include focusing on brand awareness through leveraging Company X's strengths in the networking/events industry and adopting an inbound marketing strategy on social media to have a customer centric approach. Specific LinkedIn marketing strategies are proposed, covering aspects such as building a community, maintaining a consistent image, and using LinkedIn Ads.