Developing an Entry Strategy to the Mediterranean Markets for NT Liftec Oy

Many companies attempt to grow and extend their business internationally to increase their sales and competitiveness. But this process is associated with many challenges and barrier and understanding the target market is one of the key steps to entre successfully. In this thesis, the author has described the concept of market entry and market entry modes including the internal and external factors that affect the decision of the choice of the entry mode. The targeted market is the Mediterranean market. It is huge and in order to develop an entry strategy for the case study company NT Liftec Oy to this region, the researcher chose three different markets from the targeted region. France as developed market, Turkey as advanced emerging market and Morocco as emerging market. In this context, the author has analysed the external macroeconomics and the social environment of the three markets thus has analysed the case company NT Liftec Oy internally to identify its resources and capabilities. The research method used in this study is the qualitative method based on qualitative data to understand deeply the markets which will help to answer the research problem. Based on the key findings, the export mode can be the suitable entry mode for the three market despite the deference between them. This choice is due to the size of NT Liftec Oy and its limited resources. The export mode allows the company to enter these markets cautiously and with low risks and costs. Thus, recommendations has been provided to NT Liftec Oy that may help to overcome the entry barriers to these markets. Three interviews has conducted with three persons from the three markets who had a part in the decision-making process to discover their needs, visions and their business cultures