CAN Europe - Market Research of Sweden

Abstract: Abstract   Date: May 15, 2009 Course: Master thesis, EFO705 Authors: Hanna Jokiperä 800218-T108, [email protected] Ruusa Mustonen 830711-P263, [email protected] Tutor: Tobias Eltebrandt Title: CAN Europe – Market Research of Sweden Strategic question: How can CAN Europe launch the internationally standardised vocational skills assessment tests successfully to Sweden? The purpose of this master thesis is to provide the company with comprehensive information about the Swedish market and to suggest ways to implement the launching process. Research questions: What are the characteristics of the Swedish labour and recruitment market? Are the Swedish companies interested in using CAN Europe’s tests? What would be the suitable marketing mix when entering the Swedish market? Methods: Besides the comprehensive collection of secondary data, the primary data was collected by the means of an open-ended questionnaire among large companies and recruitment agencies in Sweden. The research was conducted in order to gather in-depth information about the recruitment field in Sweden. Conceptual Framework: Theories of ‘The International Marketing Task’, ‘The Country Notebook’ and ‘The Market entry plan’ were used.  Theories and concepts were chosen for the purpose that they would support each other and could be used by combining them when making the analysis of the findings. Conclusion: According to the study, Sweden seems to be highly potential country for CAN Europe to enter since the relevant aspects for successful launch exist in the market i.e. in terms of companies’ interest and needs, and the characteristics of the skills assessment and recruitment market in Sweden. Key Words: Market entry plan, marketing mix, international launch, market research, skills assessment, recruitment, blue-collar