Multiple reasons can lead to the decision of a company expanding to a further and yet foreign market. Profit and growth goals, economies of scale or foreign market opportunities are just a few fundamental reasons. The aim of the present paper is to develop a realistic market entry strategy for Völkl Ski and Snowboard, to expand to the emerging country Argentina.
The goal within this development is to detect how the structure of the company and the conditions in the host country influence the decision for an optimum market entry strategy.The core question convoying the research and also underlining the aforementioned problem potential can be formulated as follows:Is it possible for Völkl to successfully sell high quality products in a yet small market in a country being situated in a drastic political and economic change? Besides the company’s interest in exploiting market possibilities there can also be problems or threats in the home market resulting in a pressure to expand.
For the process of the above named research question the first chapter of the paper implicates an introduction to the company Völkl, also identifying its state of internationalization. Further on the country Argentina will be analyzed by reference to the PEST approach. Additionally, the second chapter includes the study of the ski industry in Argentina, also revealing the strongest competitors in the market.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Statement of the problem and ambition
- Literature Review
- Research concept
- Research methodology
- Secondary research
- Primary research
- Introduction to Völkl
- Strategic Analysis of Argentina
- Political and legal environment
- Economic environment
- Cultural and social environment
- Technological environment
- Ski industry in Argentina
- Market justification
- Market entry strategy and distribution mode
- Distributor strategy
- Online sales strategy
- Sales and retail strategy
- Marketing strategy
- Profit and loss calculation
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to develop a realistic market entry strategy for Völkl Ski and Snowboard to expand to Argentina, a key emerging market. The research focuses on determining how the company's structure and the host country's conditions influence the decision-making process for an optimal market entry strategy.
- The challenges and opportunities of entering the Argentinian ski market.
- The impact of political and economic factors on market entry strategies.
- The influence of cultural and social factors on consumer behavior and market dynamics.
- The development of a strategic approach for establishing a distribution network and marketing strategies.
- The assessment of the financial feasibility of market entry and potential profitability.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the rationale behind Völkl's potential expansion to Argentina, highlighting the company's motivation to seek new markets and the challenges associated with entering emerging markets.
- Research methodology: This chapter outlines the research methods employed in the paper, emphasizing the reliance on both secondary and primary data to provide a comprehensive analysis.
- Introduction to Völkl: This chapter presents an overview of Völkl's history, current market position, and strategic direction, highlighting its commitment to producing high-quality premium products.
- Strategic Analysis of Argentina: This chapter delves into Argentina's political, economic, cultural, social, and technological environments, analyzing key factors influencing market entry decisions.
- Market justification: This chapter explores the rationale behind Völkl's interest in the Argentinian ski market, evaluating the market's potential and competitive landscape.
- Market entry strategy and distribution mode: This chapter outlines Völkl's proposed market entry strategy and distribution mode, focusing on the development of a sustainable sales and retail network.
- Marketing strategy: This chapter discusses the key components of Völkl's marketing strategy for the Argentinian market, including branding, communication, and promotional activities.
Schlüsselwörter (Keywords)
Key terms and concepts explored in the research include market entry strategy, emerging markets, Argentina, ski industry, strategic analysis, PEST analysis, distribution mode, marketing strategy, and financial feasibility.
- Citar trabajo
- Katja Steinhauser (Autor), 2016, What Makes For a Successful Market Entry Strategy and Operation Mode? The Company Völkl Expanding to Argentina, Múnich, GRIN Verlag, https://www.grin.com/document/535727
