Live Arctic AS

Abstract

Andreas Friis founded Live Arctic AS in February 2010, in Porsgrunn, Norway. The company is a Norwegian lifestyle business and social enterprise that sell healthy energy bars. It is built upon a hybrid business model, combining business means with altruistic motives. Live Arctic was the first Norwegian company to introduce a 1:1-model, meaning that for every energy bar sold, the company donates one meal to a malnourished child through the Norwegian Red Cross, the current partner in Norway. This thesis aims to research the market potential for Live Arctic in Germany, moreover how they can reach their strategic goal by developing an entry strategy for the same market. Secondary data was used to gain important knowledge about the research objective. Primary data was collected, mainly through a survey, to obtain unexplored information and to access more details on customer buying behaviour in the German market, and the attitude towards Live Arctic’s products and product category. The research findings and - analysis revealed interesting information about Live Arctic’s resources and capabilities, as well as information about the German market and – customer behaviour. Live Arctic’s strengths and weaknesses were identified and were fundamental when giving recommendations to overcome the German market’s major threat of high competition. The thesis was submitted with recommendations for an entry mode, segmentation and positioning strategy, as well as recommendations for organizing the marketing mix activities.