University of Twente Student Theses


International market entry strategy for AmStar-Europe

Meester, José (2008) International market entry strategy for AmStar-Europe.

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Abstract:The topic of the thesis is developing an International Market Entry strategy for AmStar-Europe to enter Europe. AmStar-Europe is a new company with no experience abroad and needs an International Market Entry strategy plan to guide the penetration of the European market. The following recommendations are found: · Enter Denmark through direct export and focus on AffaldVarme Århus, Forbrændingsanlægget REFA, Roskilde Forbrænding and I/S vestforbrænding first, because they are open to new technology’s and responded quickly. Focus on persons who make (big) investment decisions, analysed in table 14 and sell the AmS 8** coating through personal selling. · Develop references for potential customers by providing current customers with small samples. These samples provide knowledge about the product and wordof- mouth can distribute this knowledge into the market. · Use trade shows and seminars to build awareness, show references, meet new customers and maintain your relationships with current customers. Frequently visit Denmark to maintain the relationships and to keep informed. AmStar- Europe should keep up to date when it comes to environmental regulations and laws in Europe. They should share information and educate and inform the market about the function of the AmS 8** coating. · Send information before business meetings, be punctual, professional and organising personal meetings to establish a good relationship. When selling the coating show environmental concern and focus on the long term effect of the coating. These recommendations are found searching the internet, contacting several external organisations like the EVD, the FME, the embassy of the Netherlands in Denmark. Also information to formulate these recommendations were found reading scientific articles and distributing questionnaires. The consequences are that it will take a lot of time to build awareness, establish relationships and sell the coating. Because it is a new product with high investment costs and little references people are cautious. The most important thing is to develop references for potential customers.
Item Type:Essay (Master)
AmStar Surface Technology
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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