Finding an Export Market for a Small Finnish Boating Accessories Web-Shop : A case study
Nylund, Thomas (2015)
Nylund, Thomas
Arcada - Nylands svenska yrkeshögskola
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015060412331
https://urn.fi/URN:NBN:fi:amk-2015060412331
Tiivistelmä
Technological developments and regional integration have increased the amount of inter-national business transactions. Organizations of all sizes now have a possibility to take advantage of international business opportunities. By internationalizing firms can find new sources of growth and innovation, and escape unfavorable home market conditions. This thesis is an empirical study of potential export markets. The thesis is a case study of a small Finnish boating accessories web-shop. The thesis deals with the concepts of in-ternationalization, international market selection and evaluation.
Candidate markets are selected and evaluated using a three-step evaluation process. Mar-kets are evaluated using general market and industry specific indicators. The candidate markets are evaluated by using a scoring model resulting in the selection of the most at-tractive market for in-depth analysis. Two analytical tools are used for the in-depth analy-sis of the most attractive market. A PEST-analysis is used to evaluate the macro-environment. Then Porter’s five forces analysis is used to evaluate the industry environ-ment. The author uses publicly available qualitative and quantitative secondary data for the evaluation and analysis of the candidate markets. Estonia, Germany, Norway and Sweden are identified as candidate export markets. Sweden is identified as the most at-tractive export market. The in-depth analysis reveals the Swedish market to currently be unsuitable for market entry by the case firm. The Swedish boating industry market is stagnating and has high levels of competition. This leads the author to recommend the case firm to focus on improving their performance in the home market, and re-evaluate the Swedish market environment in two years.
Analyzing the boating industry environment in the other candidate export markets is rec-ommended as further research.
Candidate markets are selected and evaluated using a three-step evaluation process. Mar-kets are evaluated using general market and industry specific indicators. The candidate markets are evaluated by using a scoring model resulting in the selection of the most at-tractive market for in-depth analysis. Two analytical tools are used for the in-depth analy-sis of the most attractive market. A PEST-analysis is used to evaluate the macro-environment. Then Porter’s five forces analysis is used to evaluate the industry environ-ment. The author uses publicly available qualitative and quantitative secondary data for the evaluation and analysis of the candidate markets. Estonia, Germany, Norway and Sweden are identified as candidate export markets. Sweden is identified as the most at-tractive export market. The in-depth analysis reveals the Swedish market to currently be unsuitable for market entry by the case firm. The Swedish boating industry market is stagnating and has high levels of competition. This leads the author to recommend the case firm to focus on improving their performance in the home market, and re-evaluate the Swedish market environment in two years.
Analyzing the boating industry environment in the other candidate export markets is rec-ommended as further research.