Market entry strategy : Case company - MAMTUS

MAMTUS is the case company of this Bachelor thesis. After the success in Nigerian market MAMTUS desires to enter Finland with its collection of Hardware tools. \n \nThe main objective of this thesis was to make research on market entry and its strategies in its new market Finland. Therefore, the authors have divided the research into three main parts. Firstly, this thesis carries theories on market entry, market entry strategy, motivation for entry, modes of entry and influencing factors of market entry. \n \nThe second part consists of market research, strategic marketing process, segmentation, target market, macro and micro environments of Finland and analysis of its market. And finally, the last part of the research applies the analysis method to the case company Finland and Finnish market. \n \nAccording to the research made on new market entry and strategies the best option for MAMTUS will be joint venture because all the other mode does not suit the case company purpose of entering the Finnish hardware market, in this case joint venture was the best mode that was chosen for the case company according to the research conducted by the authors.