The goal of this thesis is to find out if Lemonaid should take the opportunity to expand internationally and which market could be entered. Furthermore, it will be established how to approach and position Lemonaid in the market and deciding which market entry mode should be used to promises the best possible success. This leads to the central question of this paper: How could a best practice strategy for an international market entry of Lemonaid Beverages GmbH look like?
To answer this question, firstly the current situation of Lemonaid is assessed in terms of company resources and size as well as preparedness for internationalisation by using the Nine-Strategic Window framework. A potential market will be selected after it. In the third chapter, the market environment, the competition in the market and Lemonaid's competitive advantages in the market are analysed. For this purpose, Porter's Diamond, Porter's five forces and the competitive Triangle are used. After the assessment and the result of the analysis, the 4 P's (Product, Price, Place, Promotion) are determined based on a comprehensive SWOT analysis. Finally, the market entry mode is derived in chapter 5 in respective of all the information, analyses and data obtained.
In recent years, consumer behaviour in terms of sustainability, environmental awareness and social responsibility has changed significantly. Consumers become gradually more aware of the consequences of their purchasing behaviour and pay more attention to environmental, political and social responsibility. It is assumed that this trend will continue even more in the future. Based on this development, it is expected that consumers demand for sustainable products and especially for products from companies in compliance with these mentioned values will increase strongly. One company whose strategy and vision are based on the sale of sustainable, eco-friendly and fair-trade soft drinks is the Lemonaid Beverages GmbH located in Germany. The enterprise achieved strong growth rates in sales in the last years and distributes already in some countries outside of Germany. The continuing increase in demand of sustainable products offers Lemonaid Beverages GmbH opportunities to enhance their success by expanding into new markets.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- CURRENT SITUATION AND SELECTION OF THE MARKET
- Lemonaid Beverage GmbH
- The nine strategic windows
- Selecting the right market
- ANALYZING THE MARKET CONDITIONS
- Porters diamond - environment conditions
- Porters five forces U.S. - competition
- Competitive Triangle - international competitiveness
- POSITIONING IN THE MARKET - SWOT ANALYSIS AND 4PS
- ENTRY-MODE DECISION
- CONCLUSION AND RECOMMENDATION
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis examines whether Lemonaid Beverages GmbH should expand internationally, focusing on identifying the most suitable market for entry. It aims to develop a best-practice strategy for international market entry, encompassing market analysis, positioning, and the selection of an appropriate market entry mode.
- International market entry strategy for Lemonaid Beverages GmbH
- Market analysis and selection
- Positioning and competitive advantage
- Market entry mode decision
- Sustainability and ethical considerations in international marketing
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the topic of international marketing, emphasizing the growing consumer demand for sustainable and ethical products. It highlights Lemonaid Beverages GmbH as a company that aligns with these values and explores the potential for international expansion.
- Current Situation and Selection of the Market: This chapter examines Lemonaid Beverages GmbH's current situation, including its company resources, size, and preparedness for internationalization. It utilizes the Nine-Strategic Window framework to assess Lemonaid's readiness for international expansion and then selects a potential target market.
- Analyzing the Market Conditions: This chapter analyzes the market environment, competition, and Lemonaid's competitive advantages within the chosen market. It employs Porter's Diamond, Porter's five forces, and the Competitive Triangle frameworks to gain a comprehensive understanding of the market dynamics.
- Positioning in the Market - SWOT Analysis and 4Ps: This chapter examines Lemonaid's positioning within the chosen market. Based on a thorough SWOT analysis, the chapter defines the 4Ps (Product, Price, Place, Promotion) of Lemonaid's marketing strategy in the chosen market.
Schlüsselwörter (Keywords)
This thesis focuses on international marketing, sustainable business practices, ethical sourcing, market analysis, competitive advantage, market entry strategies, international expansion, Lemonaid Beverages GmbH, and the beverage industry.
- Citation du texte
- Erik Hündling (Auteur), 2021, International Marketing Management. The example of the Lemonaid Beverages GmbH, Munich, GRIN Verlag, https://www.grin.com/document/997200
