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Foreign Market Analysis: A case study of a Canadian SME in the men's retail fashion industry
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2008 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Background

Internationalization is a rapidly increasing trend of firms and markets in today’s business

environment where fashion companies have evolved to be one of the most successful and

dynamic international retailers. Though a majority of SMEs in the retail fashion industry have

the potential to become international, many never do due to a number of barriers. When

making decisions regarding international strategies, it is important for companies to analyze

and understand the foreign market to determine if there is an opportunity for success on the

market. However, many SMEs fail to do a thorough market analysis prior to

internationalizing and never reach their full potential on the market.

Purpose

The purpose of this thesis is, through a market analysis, to determine if Sweden is a suitable

market for a Canadian SME in the men’s retail fashion industry.

Method

A qualitative study was carried out to help determine the purpose of the paper where data was

collected through a single case study of the company Phresh Image. Primary research was

conducted through interviews with the CEO of Phresh Image as well as focus group meetings

to collect data regarding the company and the potential customers. The interviews were

structured after the theoretical framework and included participants described by Phresh’s

target group. Secondary data was collected regarding Sweden and the Swedish retail industry

and used to compare the domestic market to the foreign market.

Conclusion

By answering the research questions, the thesis found that Sweden is a suitable market for a

Canadian SME in the men’s retail fashion industry. Branding, quality design were among the

most influential characteristics for Swedish consumers and retail companies in the fashion

industry must take these into consideration when internationalizing to Sweden. Canada’s and

Sweden’s economic, political and cultural environments proved to be rather similar though

some adaptation of a company’s marketing mix may be required. In addition, exporting was

shown to be the most suitable way for retails to enter into Sweden providing limited barriers

and low risk.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2008.
Keywords [en]
Foreign Market Analysis, Retail Fashion, Canada, Sweden
Identifiers
URN: urn:nbn:se:hh:diva-1592Local ID: 2082/1973OAI: oai:DiVA.org:hh-1592DiVA, id: diva2:238810
Uppsok
Social and Behavioural Science, Law
Available from: 2008-06-25 Created: 2008-06-25 Last updated: 2008-06-25

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Citation style
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