Etablering i Australien - En komparativ fallstudie om anpassning av marknadsmixen och identifiering av framgångsfaktorer hos tre svenska företag
Globalization has stimulated the free markets and has made possible for Swedish companiesto expand internationally. Some markets have been deemed attractive and companies havechosen to enter them. The decisions concerning internationalization and marketing havedetermined the success of the companies on the new market. Therefore, several elementsbecome important: the motives behind the new market entry, the local marketcharacteristics and the adaptation of the four components of the marketing mix ? product,price, place and promotion.The purpose of this thesis is to study how three Swedish companies adapt their marketingmix to the local conditions in Australia and identifies success factors in order to help othercompanies considering a market entry. It focuses on companies which are in the early stagesof market entry and have achieved satisfactory results.The theoretical chapter begins with a summary of the previous research on the subject.Various motives for internationalization are introduced, followed by entry barriers, theinternationalization process and forms of presence on the new market. The concepts ofglobal standardization and international adaptation are discussed. The elements of theinternational marketing mix are presented with theories suitable for each element from aninternational perspective. In the end, a model is created to help analyze the results of theempirical study.An explorative approach was used in the initial phase of data collection. The analysis wasmade following a conclusive and descriptive approach. Primary data was collected using aqualitative method. The companies are treated as objects in a comparative case study.In the first part of chapter 4 the results from the interviews with Game Outlet Europe AB,SIPP AB, MonZon Sverige AB and the Swedish Trade Council in Sydney are presented. Thenthey are analyzed according the following structure: motives for choice of market and entrydevelopment, local market conditions, product, price, place, promotion and success factors.Australia is attractive for market entry due to similar business culture, low protectionismlevels, strong economy and the English language. Swedish companies can benefit from thecountry of origin effect because the Swedish origin is highly appreciated. The product mix isadapted with an exception for the core product and the brand name. There are adaptationson most of the variables on the price mix. A few standardizations are made as a result fromspecial company strategies and policies. The logistics are adapted due to the geographicalconditions; the distribution channels though are mostly standardized. Work on thepromotion mix begins when the remaining elements of the marketing mix are satisfactory;therefore some activities are missing in the early stages of market entry. Several successfactors for market entry can be identified: export maturity, initial investment capital, prestudyof the market, close collaboration with a suitable partner, low financial risks, wellplanned logistics, good relationship with customers, brand name control as well as patienceand understanding that results from market entry take time.