This master's thesis will deal with the different market entry strategies of German companies in Bulgaria. More specifically, I will focus on small and medium-sized enterprises (SMEs), since they do not have the financial strength and confidence of large enterprises and corporations, and it would be interesting to examine their behaviour when entering a foreign market. An overview of the micro- and large enterprises will also be presented in order to further support the statements made about SMEs. Through an empirical and comparative analysis of a report of the German-Bulgarian chamber of industry and commerce, I will give an answer to the question, whether is this even worth it and if so, what strategy would be most successful for them and what factors influence the most.
The analysis will begin with a more global overview of international business and especially internationalization. The definition of internationalization, its meaning and its relation to entering foreign markets will be presented. In the third chapter, the term market entry will be introduced, as well as the different possible strategies and variations for this. The fourth chapter will focus on small and medium-sized enterprises - what exactly they are in general, in Bulgaria and in Germany, what are the main differences between them and the large ones and why they are important. After that, a legal framework of the situation in Bulgaria will be presented - the economic development of the country, its business environment, corporate law, forms and taxes.
All this will be considered in order to get to the heart of this thesis in the sixth chapter - the empirical and comparative analysis and the results drawn from them. Concrete samples with German companies in Bulgaria will be used in the study. Several variables will play a role in my research such as location, type of the enterprise, market entry method, industry and market participation. Based on it, specific problems will be discussed and finally conclusions will be drawn on the determining factors of market entry behaviour of German companies on the Bulgarian market. The master thesis will end with a summary of the main conclusions.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Internationalization
- Market entry
- Definition
- Market entry strategies
- Export
- Cooperation through contractual agreements
- Licensing
- Franchises
- Joint ventures
- Direct investments with the aim of sole ownership
- Summary on the market entry of SMEs
- Small and medium-sized enterprises
- General definition
- SMEs in Bulgaria and Germany
- SMEs in Bulgaria
- SMEs in Germany
- Framework in Bulgaria
- Bulgaria before 2007
- Bulgaria after 2007
- Empirical and comparative analysis of the market entry of German companies in Bulgaria
- Data collection and selection
- Companies registered in Germany
- Companies registered in Bulgaria with German participation
- Results and analysis of data
- Time of occurrence and turnover
- Descriptive analysis of the sample
- Analysis of the companies registered in Germany
- Analysis of the companies registered in Bulgaria
- Further analysis of the relationships between the variables determined
- Evaluation of the knowledge gained
- Data collection and selection
- Conclusion
- Summary of main conclusions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis aims to analyze the market entry strategies of German companies in Bulgaria, utilizing a comprehensive approach that combines theoretical frameworks with empirical data analysis. The study seeks to understand the factors influencing the choice of market entry strategies, as well as the challenges and opportunities faced by German companies in the Bulgarian market.
- Market entry strategies and their application in the Bulgarian context
- The role of SMEs in the Bulgarian and German economies
- The economic and political framework surrounding market entry in Bulgaria
- An empirical analysis of the market entry strategies of German companies in Bulgaria
- The identification of factors influencing the success of market entry strategies
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the topic of the master's thesis, outlining the research question and the objectives of the study. Chapter two provides a comprehensive overview of the internationalization process, focusing on the theoretical frameworks and concepts that underpin market entry decisions. Chapter three delves into the various market entry strategies available to companies, exploring their characteristics, advantages, and disadvantages. The focus is on strategies relevant to the context of the study, including export, contractual agreements, and direct investments.
Chapter four examines the role of SMEs in the global economy, specifically in the context of Bulgaria and Germany. It explores the characteristics, challenges, and opportunities faced by SMEs in both countries. Chapter five provides an in-depth analysis of the political, economic, and legal framework in Bulgaria, focusing on factors relevant to market entry decisions. The chapter considers Bulgaria's economic development, regulatory environment, and the impact of EU accession on the business environment.
Chapter six presents the empirical analysis of the market entry strategies of German companies in Bulgaria. The chapter includes a detailed description of the data collection and selection process, the analysis of the collected data, and an evaluation of the findings. The analysis focuses on identifying patterns, trends, and factors influencing the choice of market entry strategies. Chapter seven presents the conclusions drawn from the empirical analysis and discusses the implications of the findings for both German companies and Bulgarian economic development.
Schlüsselwörter (Keywords)
The master's thesis focuses on the following key terms: market entry strategies, German companies, Bulgarian market, SMEs, internationalization, economic framework, empirical analysis, data collection, and comparative analysis. These terms capture the central themes and concepts explored throughout the study, highlighting the intersection of international business, economic development, and SME activity.
- Citation du texte
- Andrea Büger (Auteur), 2022, Exploring Market Entry Strategies of German SMEs in Bulgaria. An Empirical Analysis and Comparative Study, Munich, GRIN Verlag, https://www.grin.com/document/1437220
