Identify potential countries for a market entry with a sales organisation

Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,6, Leeds Metropolitan University, language: English, abstract: 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.