Internationalization Process of Foreign Market Development

Project Report from the year 2019 in the subject Business economics - Market research, grade: 8.5, Kiel University of Applied Sciences, language: English, abstract: The aim of this report is to provide De Koekfabriek with a recommendation for the internationalization process when entering a new foreign market. The purpose of this assignment is to give an answer to the following two questions: which country should De Koekfabriek focus their attention on and which entry mode should they consider? In order to answer these questions, literature regarding social enterprises, globalization, international market selection, and entry strategies are reviewed, resulting in a theoretical framework. This first part of the report describes De Koekfabriek supported by multiple frameworks. In the next part, the theoretical chapter, relevant theories necessary to describe and understand the phenomena have been discussed, for example globalization, and international market selection. Thereafter, the Japanese and Hong Kongese market have been examined. The analysis of the influencing variables shows that the Hong Kongese market is the most suitable market for entering by De Koekfabriek. Afterward, based on several aspects the most suitable entry mode is a contractual entry mode in the form of a partnership, for example setting up a store by forming a partnership.