|dc.description.abstract||Dressmann AS is a Norwegian fashion retailer that is established in several markets,
including Germany. Dressmann is currently represented in Hamburg, where they have
two stores, and a Dressmann XXL. Dressmann have tried expanding in Germany once
before, but this was not successful, mainly because of little knowledge about the
The objective of this thesis is to figure out how Dressmann can continue to expand in
the German market successfully, and what their competitive advantages are.
In order to get the relevant information, to reach this objective, we have conducted an
external analysis, an internal analysis and a survey. These findings are summarised in
a SWOT analysis. To conduct these analyses we have put in use relevant theories and
models for Dressmann´s situation.
Through our analysis, we found that the German market represents good possibilities
for expansion, but it is important to take the geographical structure into account.||nb_NO