—Designtorget goes Nordic“ - a. (www.eki.mdh.se - Mälardalens ...

MÄLARDALENS HÖGSKOLA 2005-02-16
Ekonomihögskolan
Kandidatuppsats i marknadsföring
EX0010
Abstract
Level: Bachelor Thesis in Business Administration Title: Designtorget goes Nordic
Supervisor: Lennart Haglund
Authors:
Marielle Hansson Rostam Jazayeri Katrin Sihhaneoglu
Heimdalsvägen 18 Anderslundsgatan 13 Allmogeplatsen 27
132 48 Saltsjö-Boo 722 18 Västerås 724 80 Västerås
mhn05015@student.mdh.se rji01001@student.mdh.se ksu02001@student.mdh.se
Purpose:
This thesis will describe the conditions for a foreign market entry in Oslo and Helsinki and at the
same time serve as a foundation for Designtorget in deciding which market to enter.
Method:
Two telephone interviews have been conducted with two Swedish companies in the retail
business with established subsidiaries in Norway or Finland. The purpose of the interviews is to
support empirical data and vice versa. We conducted a descriptive competitor analysis of
potential competitors in Oslo and Helsinki with the support of Porter. To be able to describe the
specific market conditions on the intended markets we conducted an Internet based data search.
We also gathered some information through contacts in Sweden, Finland and Norway. The
market conditions were examined with the support of a processed PEST-analysis.
Concluding discussion:
The decision on which market to enter depends on the priorities of Designtorget. We concluded
that the design environment is more favorable in Helsinki but the economic conditions are more
favorable in Oslo. Whether Designtorget are prioritizing the design environment or the economic
conditions is decisive for their final decision.