Identify potential countries for a market entry with a sales organisation

A guideline for small and medium-sized enterprises

Master's Thesis , 2008 , 44 Pages , Grade: 1,6

Business economics - Offline Marketing and Online Marketing

In a fast changing environment companies are forced to act so – namely fast.
If a company grows, sooner or later the domestic market becomes too small.
Then the company has to enter a new market to achieve sustainable growth.
According to the experience of the author some companies decide rather on
emotions than on facts. Especially small and medium-sized enterprises do
not have the resources to invest a lot of money into market research or for
expensive consultants. A logical consequence could be that SME invest in
countries without checking the critical measurements which then leads to a
waste of time, resources and money. If such companies do not have a stable
financial foundation it can lead therefore to critical economic difficulties.
The output of this project is a guideline especially for small and mediumsized
enterprises. The author conducted interviews with internationally
operating companies to get some practical best practise expertise. Not only
the analysed key figures are an output of the interviews but also the
interpretation of them and how a company has acquired them. Very often the
problem is to get the right and reliable information for a market. In a second
stage literature is introduced into the guideline to get a mixture of both –
practical but also academic inputs. With the present project a SME gets an
impression what happens in internationally operating companies but also a
choice of tools to verify future market entry intentions.

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
  • Objectives of the Master Thesis
  • Composition of the Master-Thesis
• RESEARCH
  • Primary research
  • Qualitative research – INTERVIEWS
    • Decision of interview-type
    • Interview agreement
    • Interview Checklist
    • Analysis of the interviews
    • Qualitative assessment of the interviews
      • When was your last market entry abroad?
      • Why have you chosen this market?
      • Which information did you collect before you made the decision to enter this particular market?
      • For which decision is the information necessary?
      • Where do you get this information?
      • What are the five most important key factors of all points you have mentioned?
    • Significant points of the interviews
  • SECONDARY RESEARCH
    • Market analysis
    • Competitors
    • Quality requirements
    • Distribution channels
    • Foreign Government
    • Statistical data
      • Real GDP
      • Unemployment rate
      • Exchange rate risks
  • GUIDELINE FOR SMALL AND MEDIUM-SIZED ENTERPRISES
    • Market analysis
      • Market size
      • Market growth
      • Profitability
      • Quality requirements
    • Competition
    • Distribution channels
    • Foreign Government
    • Statistical data
      • Real GDP
      • Unemployment rate
      • Exchange rate risks
    • Business trip
    • FMEA
    • Business plan
  • CONCLUSION
  • BIBLIOGRAPHY
    • Books and Articles
    • Internet

  Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

  This master thesis aims to provide a guideline for small and medium-sized enterprises (SMEs) seeking to enter new international markets. The thesis combines practical insights from interviews with internationally operating companies with academic research to offer a comprehensive approach to market entry strategy. The goal is to equip SMEs with the tools and knowledge necessary to make informed decisions about potential markets, minimizing risks and maximizing chances of success.

  • Market analysis and selection
  • Competitor assessment and analysis
  • Quality requirements and distribution channels
  • Foreign government regulations and risks
  • Statistical data analysis and risk assessment

  Zusammenfassung der Kapitel (Chapter Summaries)

  The first chapter introduces the objectives and structure of the master thesis. It outlines the research methodology, which includes primary research through interviews with internationally operating companies and secondary research through academic literature. The chapter also provides a brief overview of the key themes and topics covered in the thesis.

  Chapter two focuses on the qualitative research conducted through interviews. It details the interview process, including the selection of interviewees, the interview agreement, and the checklist used to guide the interviews. The chapter then analyzes the interview data, highlighting key insights and identifying significant points related to market entry decisions.

  Chapter three delves into secondary research, exploring various aspects of market entry strategy. It covers market analysis, competitor assessment, quality requirements, distribution channels, foreign government regulations, and statistical data analysis. This chapter provides a theoretical framework for understanding the key factors that influence market entry success.

  Chapter four presents a comprehensive guideline for SMEs seeking to enter new markets. It combines the insights gained from both primary and secondary research, offering practical tools and strategies for market analysis, competitor assessment, risk assessment, and business planning. The chapter also includes a section on conducting business trips and a detailed explanation of the Failure Mode and Effects Analysis (FMEA) method.

  Schlüsselwörter (Keywords)

  The keywords and focus themes of the text include market entry strategy, small and medium-sized enterprises (SMEs), international business, market analysis, competitor analysis, quality requirements, distribution channels, foreign government regulations, statistical data analysis, risk assessment, business trip, Failure Mode and Effects Analysis (FMEA), and business plan.

• College: Leeds Metropolitan University
• Grade: 1,6
• Author: Mag.(FH) Sasha Petschnig (Author)
• Publication Year: 2008
• Pages: 44
• Catalog Number: V112422
• ISBN (eBook): 9783640119806
• ISBN (Book): 9783640119981
• Language: English
• Tags: Identify