Developing a Market Entry Strategy for Valmista in the Netherlands
Bristy, Ayasha Siddka (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202502052368
https://urn.fi/URN:NBN:fi:amk-202502052368
Tiivistelmä
This thesis focuses on the development of a market entry strategy for Valmista as a SaaS company to enter in the Dutch market. It aims to identify, develop and design the most effective go-to-market plan by analyzing the SaaS industry from different perspectives, including competitor landscape, opportunity, and challenges in the Dutch market.
To achieve the main objective of the thesis, a mixed research approach combining both qualitative and quantitative research methods was employed to gain a better understanding of the subject. Situational analysis tools such as SWOT, PESTLE, and risk matrix were used to identify and anticipate Valmista’s internal capabilities (e.g., strengths and weaknesses) and the external market environment (e.g., opportunities and threats).
This thesis offers recommendations for Valmista’s expansion into the Netherlands, drawing on in-sights from academic research to build the knowledge base, alongside data was collected by inter-view with the company’s executive and experts, as well as from market analysis. The study also provides valuable insights for Valmista involving its effective market strategies, which will ultimately provide all the relevant information needed for entry into the Dutch market.
To achieve the main objective of the thesis, a mixed research approach combining both qualitative and quantitative research methods was employed to gain a better understanding of the subject. Situational analysis tools such as SWOT, PESTLE, and risk matrix were used to identify and anticipate Valmista’s internal capabilities (e.g., strengths and weaknesses) and the external market environment (e.g., opportunities and threats).
This thesis offers recommendations for Valmista’s expansion into the Netherlands, drawing on in-sights from academic research to build the knowledge base, alongside data was collected by inter-view with the company’s executive and experts, as well as from market analysis. The study also provides valuable insights for Valmista involving its effective market strategies, which will ultimately provide all the relevant information needed for entry into the Dutch market.