Brunstad AS Entering the French Market.

Abstract

International marketing has become an important part of businesses around the world. There are several different entry strategies available, and a number of factors must be considered to be able to choose the right strategy when entering a foreign country. There are several theories trying to explain the best way to enter a foreign market, and there are more rights and wrongs than there are researchers in the field. Therefore, it is necessary to gain a huge amount of knowledge in the field before making any entry decisions. Brunstad AS is one of the firms that wants to look outside their domestic market, but lack information to do so. This research was conducted to gather and prioritize information that was needed to establish a position in the French market. First, the firm was analyzed due to their international abilities through a case study approach. Key employees and management was interviewed to gather information. Than the industries degree of globalism was established through perceptions of the interviewees and statistics on the industry. After gathering the relevant information, an entry strategy was suggested through the framework of SOLBERG 1999's "9 strategic windows". The conclusion of this research had some limitations due to time constraint.