Etablering i Australien - En komparativ fallstudie om anpassning av marknadsmixen och identifiering av framgångsfaktorer hos tre svenska företag

Abstract

Globalization has stimulated the free markets and has made possible for Swedish companies to expand internationally. Some markets have been deemed attractive and companies have chosen to enter them. The decisions concerning internationalization and marketing have determined the success of the companies on the new market. Therefore, several elements become important: the motives behind the new market entry, the local market characteristics 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 marketing mix to the local conditions in Australia and identifies success factors in order to help other companies considering a market entry. It focuses on companies which are in the early stages of 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, the internationalization process and forms of presence on the new market. The concepts of global standardization and international adaptation are discussed. The elements of the international marketing mix are presented with theories suitable for each element from an international perspective. In the end, a model is created to help analyze the results of the empirical study. An explorative approach was used in the initial phase of data collection. The analysis was made following a conclusive and descriptive approach. Primary data was collected using a qualitative 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. Then they are analyzed according the following structure: motives for choice of market and entry development, local market conditions, product, price, place, promotion and success factors. Australia is attractive for market entry due to similar business culture, low protectionism levels, strong economy and the English language. Swedish companies can benefit from the country of origin effect because the Swedish origin is highly appreciated. The product mix is adapted with an exception for the core product and the brand name. There are adaptations on most of the variables on the price mix. A few standardizations are made as a result from special company strategies and policies. The logistics are adapted due to the geographical conditions; the distribution channels though are mostly standardized. Work on the promotion 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 success factors for market entry can be identified: export maturity, initial investment capital, prestudy of the market, close collaboration with a suitable partner, low financial risks, well planned logistics, good relationship with customers, brand name control as well as patience and understanding that results from market entry take time.