Product Strategies for Emerging Economy:How Nordic outdoor firms can penetrate China

Abstract: China would become one of the major economies in the world which has great market potential. The Chinese outdoor industry is on its rapid pace of blooming since Chinese people start to care about health and get to know more about various kinds of outdoor activities. Chinese outdoor market becomes a very attractive place for local and foreign outdoor firms to explore. However, China’s situation is full of uncertainties due to government policies, unpredictable consumer needs and local social economic status. My thesis is concerning how Swedish/Nordic outdoor firms can see through the situation in China by looking into an analytical framework, and what strategies they can refer to according to the analysis result through this framework. The Thule Group, which is a Swedish outdoor firm, will be looked into briefly in this academic thesis.