Expanding into new markets: Is Lebanon a potential market for Swedish fast fashion companies?

Abstract: The aim of the thesis is to describe and analyze the potential in a new and foreign market and the market we chose to define is Lebanon. We want to see if there is any potential for Swedish fashion companies to establish there and what kind of problems and barriers the companies could bump into if they decide to expand their operations to Lebanon.The theories that the study is based on are Push & Pull, The Uppsala-model, the Internationalization model, international market environments and the entry modes.Lebanon is a potential market for Swedish fashion companies. It is a market with a big consumer group that likes to spend money on fashion. Since Sweden is famous for fashion that comes with both good quality and price, it would profit them if they entered the Lebanese market. Companies should travel to Lebanon and experience the market and the potential there by themselves, before they enter it. It is important that companies which are in the starting hole to expand to a newmarket collect as much information as possible about it before establishing there to be able to succeed.