Market expansion strategy for Sens Foods

The aim of this thesis is to suggest a viable international market expansion strategy for SENS Foods and to propose the most relevant mode of entry into selected markets. SENS Foods, a Czech sustainable insect protein business, would like to expand into the Nordic markets – Denmark, Norway, Sweden and Finland. Theoretical part of the thesis provides readers with reasonings behind business internationalization and market selection process, which is explained with the use of selected internal and external business environmental analyses, that are later going to be applied within the practical part of the research. Further on, various modes of entry options are presented into detail. Practical part of the thesis explains narrowed down country selection process for SENS’ expansion. After complex countries’ analyses, Denmark and Finland had been chosen as the most appealing countries for primary market expansion, with indirect export through local intermediaries as the most relevant mode of entry. Within the feasibility study, pricing points for product lines and specific market strategy recommendations are going to be suggested to SENS. In addition, outcomes of the primary contact with selected potential local partners will be presented.