Market entry strategy to the Russian market: Case company: FRENDS Headphones

In the modern world full of innovations and technology every person has electronic devices, especially headphones and earphones to utilize in the daily routine. However, most consumers are used to purchase headphones produced by leading electronics companies. \nThe main objective of the research study is to define the most effective entry mode strategy to the Russian market for the case company, FRENDS Headphones. To achieve its primary goals, the author of the study presents an insightful analysis of the target market for the case company. \nThe thesis conducted deductively, and qualitative approach method is used to develop the market entry strategy. Primary data is collected by interviewing the CEO of the case company and people related to the headphone industry. Also, the author uses his own experience gained during five months of internship in the case company. Secondary data is gathered from the literature books related to the subject and online internet materials. \nThe study is identified as the international market entry strategy for the case company based on the theory of the global marketing strategy and target market process. The study consists of theoretical parts to examine different market entry modes. As well as this, the author uses external and internal analysis tools to support the findings mentioned in the empirical section. \nThe results of the study show the steps the case company has to consider entering the foreign market and finalize it with the answer on the central question of the survey whether the case company should come to the target market or not.