Market Entry Strategy: Scope Consulting LLC. Into a European Market

Scope consulting LLC. originating from Baku Azerbaijan, is a construction consulting company with a size of an SME. The aim of the thesis is to explore and demonstrate how Scope Consulting can conduct a market entry strategy. Accompanying the aim are 3 research questions which are “Is the company ready for expansion?” “Which modes of entry are suitable?” And “Which European market to expand?” Within the literature part of the thesis the author introduces relevant aspects for a market entry strategy which focuses on different modes that can be used, the motives of entering new markets, the influencing factors and application of SWOT analysis. The methodology is consisted of an interview with the managing director of Scope Consulting, a scoring model for market selection, a SWOT analysis of the company and analysis of relevant data regarding the construction market and investment climate of Europe and the host country. The proposed strategy is revealed by the answers addressing the research questions and suggests that from the short-term perspective the company should enter the Czech market through collaborative methods and in the long term adapt a more demanding method such as greenfield and potentially engage in further regional expansion.