Identify potential countries for a market entry with a sales organisation

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
  • Objectives of the Master Thesis
  • Composition of the Master-Thesis
• RESEARCH
  • Primary research
  • Qualitative research – INTERVIEWS
    • Decision of interview-type
    • Interview agreement
    • Interview Checklist
    • Analysis of the interviews
    • Qualitative assessment of the interviews
      • When was your last market entry abroad?
      • Why have you chosen this market?
      • Which information did you collect before you made the decision to enter this particular market?
      • For which decision is the information necessary?
      • Where do you get this information?
      • What are the five most important key factors of all points you have mentioned?
    • Significant points of the interviews
  • SECONDARY RESEARCH
    • Market analysis
    • Competitors
    • Quality requirements
    • Distribution channels
    • Foreign Government
    • Statistical data
      • Real GDP
      • Unemployment rate
      • Exchange rate risks
  • GUIDELINE FOR SMALL AND MEDIUM-SIZED ENTERPRISES
    • Market analysis
      • Market size
      • Market growth
      • Profitability
      • Quality requirements
    • Competition
    • Distribution channels
    • Foreign Government
    • Statistical data
      • Real GDP
      • Unemployment rate
      • Exchange rate risks
    • Business trip
    • FMEA
    • Business plan
  • CONCLUSION

  Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

  This master's thesis aims to provide a practical guideline for small and medium-sized enterprises (SMEs) seeking to expand into international markets. The work combines primary research through interviews with international companies with secondary research from academic literature. It examines the critical factors that SMEs should consider when entering a new market, and how to identify potential countries with strong market potential.
  • Market analysis and assessment
  • Competitor analysis and competitive advantage
  • Key statistical indicators for market evaluation
  • Practical tools and steps for market entry planning
  • Risk assessment and mitigation strategies

  Zusammenfassung der Kapitel (Chapter Summaries)

  The introduction establishes the purpose and scope of the thesis, highlighting the need for a practical guide for SMEs considering international market entry. This section also outlines the structure and methodology employed in the research. The research chapter focuses on both primary and secondary sources of information. The primary research section details the interviews conducted with internationally operating companies, including the methodology, interview checklist, and analysis of the gathered data. The secondary research chapter explores relevant academic literature related to market analysis, competitor analysis, quality requirements, distribution channels, and statistical indicators. The guideline chapter offers practical advice for SMEs, encompassing various aspects crucial for successful market entry, including market analysis, competitor analysis, quality requirements, distribution channels, statistical data, business trip planning, risk assessment through Failure Mode and Effects Analysis (FMEA), and business plan development.

  Schlüsselwörter (Keywords)

  The primary focus of this work is on providing SMEs with a comprehensive framework for identifying suitable countries for market entry. The key areas of focus include market analysis, competitor analysis, statistical indicators, risk assessment, and the practical steps involved in planning for international market entry. The research also explores the utilization of tools such as FMEA for risk mitigation and decision-making in a global context.

  Frequently Asked Questions

  How should SMEs choose a new international market?

  SMEs should avoid emotional decisions and use fact-based guidelines. This includes analyzing market size, growth potential, profitability, and critical statistical indicators like GDP and unemployment rates.

  What are the most important statistical figures for market entry?

  Key figures include the Real GDP (economic health), unemployment rate (market stability), and exchange rate risks (financial predictability).

  Why is competitor analysis vital for international expansion?

  Understanding local and international competitors helps an SME identify its own competitive advantage and adapt its sales strategy to the specific market environment.

  What is an FMEA in the context of market entry?

  Failure Mode and Effects Analysis (FMEA) is a tool used to identify potential risks and failures in the market entry plan, allowing companies to develop mitigation strategies early on.

  How can a business trip help in the decision-making process?

  A business trip allows managers to get first-hand information, verify secondary research, and establish initial contacts with potential distribution channels or government officials.