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Escape Croatia : a market selection and approach formulation

IJgosse, Wouter (2008) Escape Croatia : a market selection and approach formulation.

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Abstract:The reason for this research is that Escape Web Solutions, a Croatian website development company, wants to grow by extending its services abroad to either the Netherlands or the United Kingdom. This research examines these countries and selects the best market and entry mode combination. The structure of the research is based on the Market Entry Mode Selection model [Koch-2, 2001]. The first step being the determination of selection criteria based on the characteristics and wishes of the company. After this the target market and market entry modes are evaluated and finally the best market and entry mode combination is selected by means of a multi-criteria selection. The research questions used are: 1. What are the decision criteria for the market and entry mode selection? a. How does the company work internally? b. What is the strategy of the company and what are its strategic objectives? 2. What are the characteristics of the target countries and markets? a. On a macro level? b. On a micro level? 3. What are possible ways for the company to enter the target countries? 4. Which market and entry mode combination is the best? a. What possible combinations of entry modes and markets are possible b. How do these combinations compare on the set criteria? To answer the first two research question interviews and desk research are used, making use of primary, secondary and tertiary input. After this the findings and theoretical framework are used to answer the third and fourth research questions.
Item Type:Essay (Bachelor)
Clients:
Escape
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Industrial Engineering and Management BSc (56994)
Link to this item:http://purl.utwente.nl/essays/60736
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