Market Entry Strategies The Case of Heper Lighting Entering the UK Market

The aim of this master's thesis is to design market entry strategy for Heper Lighting to enter the United Kingdom market. The thesis divided into six chapters. The first two chapters review theory of B2B environment and its characteristics, market segmentation, targeting, positioning, and analytical frameworks, which are vital for designing the effective strategy. The analytical part of the thesis introduces Heper Lighting as the selected company, and includes internal analyses of Heper to identify its competitive advantage in local market. Subsequently, the thesis leverages the results and insights gained from the primary and secondary research to analyze the UK lighting market. Taking into consideration of the findings from conducted analyses and interviews, the outcome of this thesis is the identification of the target segment and proposition of the marketing strategy suitable for the market entry of company Heper Lighting to the United Kingdom.