MARKET ENTRY PLAN Case: Vepe Oy

Ice hockey is a really popular sport in Russia, it is even considered to be an official national sport. The growning interest in ice hockey steadily grows, meaning that the Russian ice hockey market is growing as well. This created an idea for the case company, Vepe Oy, to enter the Russian market with its ice hockey dasher boards. \nThe main objective of the study was to advise Vepe Oy on how it should enter the Russian ice hockey dasher board market. A research on the Russian hockey market was conducted in order to develop a suitable market entry strategy for Vepe Oy. \nThis study includes qualitative research. The data was collected from primary sources, including interviews and the author’s personal knowledge gained while working in the case company, and from secondary sources, as books, articles and internet-based sources. \nThe research started with theory on possible market entry modes, followed by the analysis of the case company, including product analysis, SWOT-analysis and current situation analysis. After this, the author analyzed the target market by using PEST analysis, Porter’s Five Forces analysis and competition analysis. \nThe research results indicated that the best way to enter the target market is by combining two entry modes: direct exporting and official sales representatives. By using such approach, the case company should be able to gain a market share in the Russian hockey dasher board market.