Market Entry Strategy of a Small Finnish Company for the German Market: Hotel Stallbacken and Grännas Bed & Breakfast
Huber, Karin (2019)
Huber, Karin
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019051710372
https://urn.fi/URN:NBN:fi:amk-2019051710372
Tiivistelmä
Amidst growing internationalization, shifting travel patterns and technological improvements, it is getting harder and more complex every day for small companies to maintain or extend their appearance in the global business world. Especially small and medium-sized hotel facilities face challenges when competing against the bigger contestants while entering new markets.
The aim of the thesis was to study the German travel behavior and different ways to enter the German market and therefore establish a market entry strategy tailored to Hotel Stallbacken and Grännas Bed & Breakfast in Nauvo, the archipelago of Turku.
The theoretical framework is based on research before and during the writing process. The information for the empirical part was partly gained through contacting various German travel providers and experts, German bloggers and journalists, but also through visitor information centers in and around Turku and the archipelago.
The result of the thesis is a market entry strategy for Hotel Stallbacken to enter the German market most efficiently, but as there is not one perfect way available, different factors have been taken into consideration and possible ways to further acquire more German guests have been included. The result, that it is not very easy to reach the German tour operators and travel agencies as a small company in a foreign country is also included and furthermore are shown different other ways to bypass the obstacles in the thesis.
The aim of the thesis was to study the German travel behavior and different ways to enter the German market and therefore establish a market entry strategy tailored to Hotel Stallbacken and Grännas Bed & Breakfast in Nauvo, the archipelago of Turku.
The theoretical framework is based on research before and during the writing process. The information for the empirical part was partly gained through contacting various German travel providers and experts, German bloggers and journalists, but also through visitor information centers in and around Turku and the archipelago.
The result of the thesis is a market entry strategy for Hotel Stallbacken to enter the German market most efficiently, but as there is not one perfect way available, different factors have been taken into consideration and possible ways to further acquire more German guests have been included. The result, that it is not very easy to reach the German tour operators and travel agencies as a small company in a foreign country is also included and furthermore are shown different other ways to bypass the obstacles in the thesis.