International Market Entry - Estonia - Swedish Fashion Going East

Diploma Thesis from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,5, Växjö University (Management and Economics), language: English, abstract: Inhaltsangabe:Abstract:
Entering a new market pose always a new challenge for a company. This study presents a new international market entry model the X-model. Different theories concerning market environment, entry barriers and entry strategy help to develop this new model that takes into account all three components from an outside perspective of a specific industry.
The model and its components are illustrated by using the entrance of a small and medium-sized Swedish fashion retailer as part of an industry into the Estonian market. This market went through considerably changes from a former Soviet country to a new European Union member state and offers new market potential for fashion retailers. It will be shown with the support of the X-model, that the entry barriers arising out of the market environment can be overcome by the right entry strategy and thus, the Swedish fashion retailer might profit from this approach.
One of the most considerable trends in today s business environment appears to be the increase in the internationalisation of firms and markets. More and more firms realize that international expansions not only represent a chance to achieve further growth but may also become a necessity when the international competition gets intense even in the domestic market. Thus, even retailers are developing international and are no longer able to remain within the boundaries of their domestic market. By operating international, the retailers are provided with opportunities for concept development, for sourcing and for operational development.
Moreover, international markets represent valuable growth opportunities and support the information gathering as a result of business experience. By deciding to go international, a company has to decide which entry strategy to use. Thus, it faces various market entry barriers that must be considered. For instance special standards, quality requirements and other regulations, as well as differences in legislation and complicated administrative procedures can be important barriers to market access. To overcome the existing barriers, the company needs to choose the right entry strategy.
Inhaltsverzeichnis:Table of Contents:
1.INTRODUCTION1
1.1Background1
1.2Problem Discussion3
1.3Problem Formulation4
1.4Purpose4
1.5Delimitation4
1.6Outline of the Study5
2.THEORETICAL FRAMEWORK6
2.1Introduction6
2.2The PSE-Model6
2.3Entry Barriers8
2.3.1Exogenous Barriers9
2.3.2Endogenous Barriers13
2.4Market Environment14
2.4.1Framework for Market Study15
2.5Entry Strategy18
2.5.1The Choice of Strategy20
2.6Model Discussion22
2.6.1The Market Entry Eye22
2.6.2The Connection to the PSE-Model24
3.METHODOLOGY26
3.1Scientific Paradigm26
3.2Methodological Approach26
3.3Research Journey27
3.4Method of Research28
3.5Data Collection28
3.5.1Primary and Secondary Data29
3.6Scientific Credibility29
3.6.1Evaluation of Secondary Data29
4.ESTONIAN MARKET ENVIRONMENT30
4.1Introduction30
4.2Economic Forces31
4.3Political and Legal Forces34
4.4Social and Cultural Forces36
4.5Customers37
4.6Competition38
5.MARKET POTENTIAL FOR A SWEDISH FASHION RETAILER IN ESTONIA40
6.ENTRY BARRIERS FOR A SWEDISH FASHION RETAILER IN ESTONIA42
6.1Exogenous Barriers42
6.2Endogenous Barriers44
7.ENTRY STRATEGY FOR A SWEDISH FASHION RETAILER IN ESTONIA46
7.1Market Environment as Strategy Determining Factors47
7.2Entry Barriers as Strategy Determining Factors47
7.3Further Strategy Determining Factor...

Produktdetails

• Autoren: Heike Kiefer
• Verlag: Grin Verlag
• Sprache: Englisch
• Produktform: Taschenbuch
• Erschienen: 21.01.2014
• EAN: 9783838688794
• ISBN: 978-3-8386-8879-4
• Seiten: 76
• Abmessung: 148 mm x 210 mm x 5 mm
• Gewicht: 122 g
• Thema: Sozialwissenschaften, Recht,Wirtschaft > Wirtschaft > Werbung, Marketing