Sportmadic : entering the Nigerian market
Busari, Kazeem (2020)
Busari, Kazeem
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020071619567
https://urn.fi/URN:NBN:fi:amk-2020071619567
Tiivistelmä
Football is the most popular sport in Nigeria and the reason for this can be traced back to Nigeria’s British colonial masters, as well as the country’s rich football history. Several Nigerians have made a good living through playing sports, especially football and this also contributes to the increasing popularity of football in a country with over 200 million people and having a dominant youth population. Consequently, Nigeria is a big market for companies offering football coaching services. The Finnish-based sports coaching service provider, Sportmadic sees Nigeria as a potential for speedy growth.
Having passed through the first two early stages of a firm’s internalization process which are the decision to enter a new market and deciding on which markets to enter, Sportmadic looks to get it right from the beginning by finding out the suitable entry mode for the Nigerian market through this thesis research.
Qualitative research methods were used in this study in a deductive research approach strategy. The data collected for this study were from primary and secondary sources. The primary sources include my own experience and knowledge and interviews while the secondary data sources include the internet and books. Theories around new markets entries were also discussed and analytical tools including PEST analysis were used to understand the current situation of the target market, Nigeria.
The findings from this research reenacted the fact that the target country, Nigeria is a good prospect for the case company. Also, the case company has some competitive advantages that give it flexibility in the Nigerian market. The case company should be able to experience quick growth in the Nigerian market when it adopts the joint venture mode-initiated entry strategy I developed through this study.
Having passed through the first two early stages of a firm’s internalization process which are the decision to enter a new market and deciding on which markets to enter, Sportmadic looks to get it right from the beginning by finding out the suitable entry mode for the Nigerian market through this thesis research.
Qualitative research methods were used in this study in a deductive research approach strategy. The data collected for this study were from primary and secondary sources. The primary sources include my own experience and knowledge and interviews while the secondary data sources include the internet and books. Theories around new markets entries were also discussed and analytical tools including PEST analysis were used to understand the current situation of the target market, Nigeria.
The findings from this research reenacted the fact that the target country, Nigeria is a good prospect for the case company. Also, the case company has some competitive advantages that give it flexibility in the Nigerian market. The case company should be able to experience quick growth in the Nigerian market when it adopts the joint venture mode-initiated entry strategy I developed through this study.