International market entry analysis to the Spanish alcohol beverage market : case: The Helsinki Distilling Company

Abstract

This thesis researches the Spanish alcohol beverage market and the possibilities of how a Finnish alcohol company can open its operations towards the Spanish market, especially the Costa Blanca area, as the area is populated and frequently visited by Scandinavian people. The primary objectives of this thesis were to analyse the Spanish alcohol beverage market and to create a market entry strategy for the commissioning company. Relevant literature, sources and interviews are used during the thesis writing process, to guarantee the highest quality of information outcomes of this qualitative research. At first, a theoretical framework is created, which analyses two different strategies and approaches for a company to internationalize. With the help of the framework, the Spanish market, specific Costa Blanca area, is thoroughly analysed. Lastly, all the collected information and research is put together to create a market entry strategy for the commissioning company. The thesis shows that the Spanish market is a potential market for HDCO to expand. It suggests that the company should enter with an agent but having more control in the relations with them. The company should allocate more budget and resources to the marketing and partnership with events and people to create brand awareness in the Spanish market. The results of this thesis will help HDCO when considering the internationalization of the brand and products to the Spanish market. The research can also work as a guideline for other companies who wish to enter the Spanish market.