Foreign Market Analysis: Development and Application of a new framework on the US New Construction Housing Market
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
With the globalization of the marketplace, the increased expansion and availability of the Internet, firms are facing tougher competition in their home markets and are forced to expand geographically. There is, therefore, a growing need for companies to undertake analysis on foreign markets to determine whether to enter them. Many tools have been created to conduct a market analysis but very few have been developed specifically for foreign markets. This study aims, therefore, to increase knowledge around this field by developing a framework to analyze foreign markets, which will ultimately help organizations decide whether to enter them.
The framework has been applied by conducting a case study on a marketing tool provider for real estate companies, considering entering the US New Construction Housing market. For this purpose, both qualitative and quantitative data have been collected through various methods.
An investigation of theories related to foreign market analysis resulted in the development of a framework composed of four dimensions: Customers, Competitors, Company and Culture. The application of the framework results in the identification of threats and opportunities related to a company’s decision about expansion in the investigated market. As of the case company, the application of the framework resulted in the identification of opportunities that have been considered offsetting the identified threats, encouraging therefore the company to enter the US New Construction Housing market.
The findings of this study have implications on three aspects. Firstly, on the managerial side, the study provides a framework for companies willing to expand in new geographical markets. The framework intends to facilitate companies in their decision making processes related to international expansion. Secondly, the study has a sustainable impact on the economic aspect, since it would positively impact companies’ future business expansion decisions. Finally, the study contributes on the academic side by proposing a useful framework to conduct foreign market analysis.
Place, publisher, year, edition, pages
2016. , 88 p.
Market Analysis, Framework, Foreign Markets, Customers, Competitor, Company, Culture, US NCH market
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-190627OAI: oai:DiVA.org:kth-190627DiVA: diva2:952328