Emerging markets: A case study on foreign market entry in Bangladesh
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Title: Emerging Markets – A Case Study in Foreign Market Entry toBangladesh
Keywords: emerging market, entry strategy, market entry, factors behind entry choice, entry mode, entry node, entry timing
Background: Internationalism and international marketing are hot topics among the strategy discussions of the companies and as a result companies continuously look for new, unreached sales potential to their products and services as well as better use of their resources.
Purpose: To find the most efficient international market entry strategy for companies moving from developed/transition economy to an emerging market.
Theoretical framework: The base for the start of internationalisation process is company’s inner motives and resources. Motives and resources combined with the cultural distance, competition and general external environment of host country form potential company-specific risks for the entry to foreign market. Potential customers in combination with company resources shows how big is the match between market demand and what company can offer and therefore determines the potential reward. Risks and reward are both input to the decision making process where the potential benefits and drawbacks are analysed against each other. The output of this decision making is the entry strategy.
Methodology: Internet was mainly used to collect secondary data about company resources, cultural distance and external environment. Interviews with 150 retailers inBangladesh were conducted to collect primary data about the competition and consumer behaviours in the hosiery market ofBangladesh. Then comparative analysis was made based on the model developed by the authors to reach to the decision.
Conclusion: The most effective entry strategy for the entry to emerging markets is indirect exporting through an agent in case there is high location risk, moderately high competition risk, medium country risk and moderately low demand risk, the company has no surplus finances for big investments and no prior experience in doing business in an emerging market.
Place, publisher, year, edition, pages
2011. , 93 p.
emerging market, entry strategy, market entry, factors behind entry choice, entry mode, entry node, entry timing
IdentifiersURN: urn:nbn:se:lnu:diva-12087OAI: oai:DiVA.org:lnu-12087DiVA: diva2:420681
Marketing, Master Programme, 60 credits
2011-05-31, M1055, Sweden, Växjö, 08:00 (English)
UppsokSocial and Behavioural Science, Law
Zineldin, Mosad, Professor
Philipson, Sarah, Ass.Professor