Market Analysis and Entry Strategy for Epoxy Flooring in Denmark
Rahu, Kati (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404237249
https://urn.fi/URN:NBN:fi:amk-202404237249
Tiivistelmä
In the global landscape of industrial and commercial flooring solutions, epoxy flooring has emerged as a versatile and durable option, gaining widespread recognition for its exceptional properties.
The primary aim of this Thesis is to determine the optimal entry method for the Estonian epoxy flooring company X to enter the Danish market. To fulfil its core objectives, the study's author conducts a comprehensive analysis of the target market relevant to the case company.
The thesis employs a deductive approach, utilising a qualitative and quantitative research method to formulate the market entry strategy. Primary data is acquired through interviews with the CEO of the case company and interviews with people who have entered the Danish market previously. Drawing from 1.5 years of personal experience working for the company, the author contributes unique insights. Additionally, secondary data is gathered from relevant literature and online resources.
The study focuses on establishing an international market entry strategy for the case company, guided by the principles of global marketing strategy and the target market process. It com-prises theoretical segments that delve into various market entry modes, current market analysis, cross-cultural considerations, and marketing approaches.
The study's outcomes outline the steps the case company must consider when entering the Danish epoxy flooring market.
The primary aim of this Thesis is to determine the optimal entry method for the Estonian epoxy flooring company X to enter the Danish market. To fulfil its core objectives, the study's author conducts a comprehensive analysis of the target market relevant to the case company.
The thesis employs a deductive approach, utilising a qualitative and quantitative research method to formulate the market entry strategy. Primary data is acquired through interviews with the CEO of the case company and interviews with people who have entered the Danish market previously. Drawing from 1.5 years of personal experience working for the company, the author contributes unique insights. Additionally, secondary data is gathered from relevant literature and online resources.
The study focuses on establishing an international market entry strategy for the case company, guided by the principles of global marketing strategy and the target market process. It com-prises theoretical segments that delve into various market entry modes, current market analysis, cross-cultural considerations, and marketing approaches.
The study's outcomes outline the steps the case company must consider when entering the Danish epoxy flooring market.