Market Entry Mode for Company X to Stockholm

The aim of the study is to define the most suitable market entry mode for Company X to utilize when entering the Stockholm market. Through the use of qualitative research method, interviews were conducted with representatives of three different companies as a primary source of data. \nThe researcher has conducted a PEST analysis of Stockholm, which showed that Stockholm is an advantageous target market full of opportunities for Company X to utilize. Through conducting a SWOT analysis of Company X, it can be stated that the company has a high probability of successful brand positioning amongst the competitors on the market. The researcher evaluated the advantages and disadvantages of various foreign market entry modes, and in combination with the theoretical frameworks and empirical findings, concluded that one of the most suitable alternative modes of entry for Company X to utilize would be a wholly owned subsidiary. \nThe scope of the study does not demonstrate the detailed financial aspects of the company under research, nor does it take into account the current economic climate due to the coronavirus, thus implying that there is no specific timeline demonstrated in the research. This implies that more factors have to be considered that determine the success of a company when entering a new foreign country. The most prominent limitation of the method used, in the case of conducting interviews as a primary source of information would be the misinterpretation of the results of the study due to the preconceived opinion that is based on logical reasoning and deductive thinking.