Bama

Abstract

BAMA Gruppen AS is a Norwegian fruit and vegetable company that, since it was founded in 1886, has aimed to make Norway fresher and healthier. The main objectives of the company is to deliver products to its customers with an absolute focus on quality in all stages of the value chain. Today, BAMA Gruppen AS is the market leader in Norway, however, the company is not yet present internationally as an exporter. Through this thesis, we have examined the possibility of BAMA Gruppen AS entering the German prepared fruit and smoothie market. We have conducted internal and external analyzes, and summarized our findings in a SWOT analysis. We have also conducted quantitative research. Through our work, we found that BAMA Gruppen AS should stay in the home market and maintain its strong position there. If the company still wants to pursue the German market it should move slowly but surely towards internationalization. In this case, we have designed various strategic recommendations that will be presented in the strategy section of the thesis.