Evaluation of the Market entry modes for the Scottish market for the company UAB Uostamiesio Langai
Ekonomikos bakalauro darbas. Introduction. Situation analysis. General information about Uab Uostamiesčio Langai. External analysis. Scottish market analysis. Customer analysis. Competitor analysis. Macro environment analysis (PESTEL). Internal analysis. Company‘s internal analysis. Swot analysis. Conclusion. Literature review. Empirical research. Methods used in the empirical research. Aim and objectives of the research. Theoretical foundations of the research. Research and data collection methods. Research samples and sampling procedure. Research instruments used. Data analysis methods. Process and result. Process. Results of the qualitative research. Limitations of the research. Conclusion. Managerial solutions. Direct exporting. Selection of the products. Channels of the distribution. Pricing strategy. Overcoming challenges. Action plan. Conclusion. References. Annexes.
The paper focuses on the entrance of the Uostamiesčio Langai to Scottish window profile market. The purpose of the report is to evaluate and propose the most suitable entry mode for UAB Uostamiesčio Langai to Scottish market.
The second part of the thesis covers an empirical research. The main objectives of the following part was to identify characteristics that construction companies look at while selecting a window supplier; the most suitable entry mode for Uostamiesčio Langai to Scottish market; potential issues that might arise while entering the market. Semi-structured interviews were used as a research method. The research sample was composed from industry experts who were familiar with the market. The empirical research revealed the following results: price, quality, delivery time and portfolio are core characteristic while searching for window supplier; direct exporting prevailed as the most recommended entry mode; language, cultural barriers, lack of credibility, demand for fast delivery and high direct indirect costs were identified as the main obstacles that the company might face while entering the market.
The last part covers managerial solutions. The objective of the following part was to propose the entry mode for Uostamiesčio Langai to Scottish market by considering all the findings as well as the results of situation analysis and empirical research. The direct exporting strategy as an entry mode to Scottish market was proposed.
Keywords: market entry mode, foreign market entry, internalization
Relevance of the Topic: UAB Uostamiesčio Langais manufactures and sells aluminium and uPVC (unplasticized polyvinyl chloride) solutions for windows, doors, curtain walls and conservatories. As the European economy has almost fully recovered from the Global financial crisis, and the European construction sector is showing constant growth, the company is looking for the new markets to enter and continue its internationalization process. One of the considered markets to enter is Scotland. The Scottish market offers great opportunities. Hoowever, it has threats too. The company needs to consider all the relevant indicators influencing Scottish market and choose the most appropriate entry mode for entering the following market.
Research problem: what market entry mode UAB Uostamiesčio Langai should adopt to enter Scottish market?
Aim of the thesis: to propose the most suitable entry mode for UAB Uostamiesčio Langai to Scottish market
To identify the main threats and opportunities regarding the Scottish window profile industry by making internal and external analyses
To conduct qualitative research and gain insights from window industry professionals which will facilitate the development of the best entry mode for the Uostamiesčio Langai to Scottish market
To suggest market entry mode followed with the developed managerial solutions regarding suggested market entry strategy for Uostamiesčio Langai to Scottish market.
Research Method: qualitative research: interviews with the industry experts who are very well familiar with Scottish window market.
Practical value of the thesis: the research will be presented to UAB Uostamiesčio Langai commercial director. The company will be introduced with the conclusions of the thesis regarding the entrance to Scottish market.
Logical sequence of the thesis: the paper consists of three main parts and is structured in the following way. At first, situational analysis is performed which provides internal analysis of the company and external analysis of the Scottish market. Afterwards, empirical research is provided including the interviews with industry experts and the findings of the interviews performed. The third part of the report is managerial solutions. The following will propose the entry mode for Uostamiesčio Langai to Scottish market by considering all the findings as well as the results of situation analysis and empirical research.
The paper begins by analysing the current situation of UAB Uostamiesčio Langai and the Scottish market which the company wants to enter. The analyses that are used in the text refer to internal company‘s data and the literature of analysed topic.