Internationalization path to the United Arab Emirates
Räsänen, Paula (2010)
Räsänen, Paula
Savonia-ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010060311408
https://urn.fi/URN:NBN:fi:amk-2010060311408
Tiivistelmä
The purpose of the thesis was to introduce internationalization of an SME including motives and risks of new market entry, as well as describing the steps of a target market selection and presenting different operational modes. Since the executive company, DesignShopOutlet, was interested in exploring their market possibilities in the United Arab Emirates, the aim of the thesis was also to conduct a market research report of the United Arab Emirates.
The study applied a qualitative research method, and it was conducted as a desk research. The data for the theoretical part was mainly found from published books and the target market information was discovered using electronic sources. In addition to secondary data a few email questionnaires were sent with the aim of acquiring primary data from the target country.
DesignShopOutlet, the provider of the thesis topic, is a relatively new company offering Finnish lifestyle design in their web shop and the physical store located in Kuopio. The company is wishing to expand its market area into new innovative regions. Therefore, the company wanted to discover the factors that need to be taken into account when doing business in the United Arab Emirates.
The results show there might be a potential market for DesignShopOutlet in the United Arab Emirates. There seems to be demand for luxury products, and the government attitude toward international trade appears to be bright. However, the distant location from Finland and the differences in culture and religion may cause problems. At the moment the country looks like a prospective market area, however requiring further research before engaging in any marketing activities.
The study applied a qualitative research method, and it was conducted as a desk research. The data for the theoretical part was mainly found from published books and the target market information was discovered using electronic sources. In addition to secondary data a few email questionnaires were sent with the aim of acquiring primary data from the target country.
DesignShopOutlet, the provider of the thesis topic, is a relatively new company offering Finnish lifestyle design in their web shop and the physical store located in Kuopio. The company is wishing to expand its market area into new innovative regions. Therefore, the company wanted to discover the factors that need to be taken into account when doing business in the United Arab Emirates.
The results show there might be a potential market for DesignShopOutlet in the United Arab Emirates. There seems to be demand for luxury products, and the government attitude toward international trade appears to be bright. However, the distant location from Finland and the differences in culture and religion may cause problems. At the moment the country looks like a prospective market area, however requiring further research before engaging in any marketing activities.