International Market Entry Strategies : insights for WoolRealm's Entry into the U.S. and Other Englishspeaking Markets
Bondar, Ilja (2025)
2025
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025101325982
https://urn.fi/URN:NBN:fi:amk-2025101325982
Tiivistelmä
This thesis explores WoolRealm's opportunities for internationalization in the U.S. market, focusing on strategies to position the Finnish artisan brand effectively within a highly competitive landscape. The primary objective is to provide actionable recommendations that leverage WoolRealm's strengths in sustainability and craftsmanship, enabling a successful market entry and sustainable growth.
The study evaluates various internationalization strategies, including exporting, licensing, franchising, joint ventures, and direct investment, to determine the most suitable approach for WoolRealm's business model. The theoretical framework integrates internationalization theories, such as the Uppsala model and born global strategies, with concepts in digital marketing and supply chain management to ensure a comprehensive analysis.
A mixed-method approach was employed, utilizing quantitative market analysis, competitor benchmarking, and customer data evaluation. Data collection relied on industry reports, customer surveys, and digital analytics tools, ensuring reliable and data-driven insights.
Key findings highlight exporting as the optimal market entry strategy, balancing low risk with the opportunity to test WoolRealm's products in the U.S. Recommendations include amplifying digital marketing on platforms like Instagram, Pinterest, and TikTok, streamlining logistics through partnerships with U.S.-based fulfillment centers, and emphasizing Finnish heritage and sustainability in brand storytelling. These strategies address the rising demand for eco-friendly and artisanal products among U.S. consumers.
The thesis concludes that WoolRealm is well-positioned to establish a meaningful presence in the U.S. market by capitalizing on its unique value propositions. Implementing the proposed strategies is expected to enhance brand visibility, customer engagement, and sales performance, paving the way for long-term success in this new market.
The study evaluates various internationalization strategies, including exporting, licensing, franchising, joint ventures, and direct investment, to determine the most suitable approach for WoolRealm's business model. The theoretical framework integrates internationalization theories, such as the Uppsala model and born global strategies, with concepts in digital marketing and supply chain management to ensure a comprehensive analysis.
A mixed-method approach was employed, utilizing quantitative market analysis, competitor benchmarking, and customer data evaluation. Data collection relied on industry reports, customer surveys, and digital analytics tools, ensuring reliable and data-driven insights.
Key findings highlight exporting as the optimal market entry strategy, balancing low risk with the opportunity to test WoolRealm's products in the U.S. Recommendations include amplifying digital marketing on platforms like Instagram, Pinterest, and TikTok, streamlining logistics through partnerships with U.S.-based fulfillment centers, and emphasizing Finnish heritage and sustainability in brand storytelling. These strategies address the rising demand for eco-friendly and artisanal products among U.S. consumers.
The thesis concludes that WoolRealm is well-positioned to establish a meaningful presence in the U.S. market by capitalizing on its unique value propositions. Implementing the proposed strategies is expected to enhance brand visibility, customer engagement, and sales performance, paving the way for long-term success in this new market.