Airflow Entering Sweden : a global marketing research: decision-making and applied approach

Abstract: Problem: A Polish company produces heaters wants to enter the Swedish market. The decision maker needs information about the Swedish market both the general information about Sweden and specific information about the Swedish heater market. And some specific questions are asked by the firm in order to get a deeper view of the present heater market in Sweden.   Purpose: If Swedish market ‘right’ (a farsighted choice)? Suppose the answer is ‘yes’, then how to enter and operate on the Swedish market within the environmental context of Sweden and the present Swedish heater market? Then suppose the answer is ‘no’, should the Polish firm leave or fix the problems?   To achieve the goal, information of environmental context (ecological, sociocultural, technological, economic, political/legal and competitive) about Sweden should be collected. And according to the firm’s specific questions, answers should be collected by means of exploratory research. Suggestions about entering steps and future operation are to be fulfilled.     Method: Qualitative Research   Results: In all, this thesis provides information to evaluate the chances and challenges, and proves Sweden is a ‘right’ choice -- the firm can win market share (reasons will be stated in following chapters) despite of the competition from present competitors.  Further applications of entering and operating on the Swedish heater market are available.   General information about Sweden combined with detailed information of the present heater market were collected, analyzed and discussed. The presentation of the information helps evaluate the attractiveness of the Swedish market. Further study applies procedures of entering Sweden and operation after entering, which will be of vital importance for competing on the Swedish heater market when the decision maker determines to choose Sweden.