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
- Market analysis
- CONCLUSION
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis aims to provide a practical guideline for small and medium-sized enterprises (SMEs) seeking to expand into international markets. The work combines primary research through interviews with international companies with secondary research from academic literature. It examines the critical factors that SMEs should consider when entering a new market, and how to identify potential countries with strong market potential.- Market analysis and assessment
- Competitor analysis and competitive advantage
- Key statistical indicators for market evaluation
- Practical tools and steps for market entry planning
- Risk assessment and mitigation strategies
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction establishes the purpose and scope of the thesis, highlighting the need for a practical guide for SMEs considering international market entry. This section also outlines the structure and methodology employed in the research. The research chapter focuses on both primary and secondary sources of information. The primary research section details the interviews conducted with internationally operating companies, including the methodology, interview checklist, and analysis of the gathered data. The secondary research chapter explores relevant academic literature related to market analysis, competitor analysis, quality requirements, distribution channels, and statistical indicators. The guideline chapter offers practical advice for SMEs, encompassing various aspects crucial for successful market entry, including market analysis, competitor analysis, quality requirements, distribution channels, statistical data, business trip planning, risk assessment through Failure Mode and Effects Analysis (FMEA), and business plan development.Schlüsselwörter (Keywords)
The primary focus of this work is on providing SMEs with a comprehensive framework for identifying suitable countries for market entry. The key areas of focus include market analysis, competitor analysis, statistical indicators, risk assessment, and the practical steps involved in planning for international market entry. The research also explores the utilization of tools such as FMEA for risk mitigation and decision-making in a global context.
- Citar trabajo
- Mag.(FH) Sasha Petschnig (Autor), 2008, Identify potential countries for a market entry with a sales organisation, Múnich, GRIN Verlag, https://www.grin.com/document/112422
