Choosing Market Entry Mode to Sweden; Case Company ToimijaNet Oy
Suominen, Julia (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051411765
https://urn.fi/URN:NBN:fi:amk-2024051411765
Tiivistelmä
This bachelor’s thesis was conducted as a case study-based research with the objective of suggesting a recommended entry mode for the case company of ToimijaNet Oy to expand its operations to a new market in Sweden.
The primary data for this thesis was collected through qualitative, semi-structured interviews and internal documents and reports provided by ToimijaNet Oy. The qualitative research and methods were combined with secondary data gathered through a literature analysis on frameworks such as PESTEL analysis, internationalization strategy, SWOT analysis, and internationalization motives.
The thesis concluded that Sweden offers a favourable market environment for ToimijaNet Oy to expand its operations into. Technological expertise and established market position in Finland were identified as the company’s key strengths as well as motives for internationalization to Sweden, while an apparent weakness was found in the company's lack of international experience.
The final recommendation of entry mode was concluded to be direct export with potential for strategic partnerships in the target market. In addition, the thesis concluded a need for further future research in the areas of direct exporting, market localization, and partnership development.
The primary data for this thesis was collected through qualitative, semi-structured interviews and internal documents and reports provided by ToimijaNet Oy. The qualitative research and methods were combined with secondary data gathered through a literature analysis on frameworks such as PESTEL analysis, internationalization strategy, SWOT analysis, and internationalization motives.
The thesis concluded that Sweden offers a favourable market environment for ToimijaNet Oy to expand its operations into. Technological expertise and established market position in Finland were identified as the company’s key strengths as well as motives for internationalization to Sweden, while an apparent weakness was found in the company's lack of international experience.
The final recommendation of entry mode was concluded to be direct export with potential for strategic partnerships in the target market. In addition, the thesis concluded a need for further future research in the areas of direct exporting, market localization, and partnership development.