XXL all sports united

Abstract

XXL ASA, which hereby will be addressed as XXL, is a retailer with one simple business concept; offer the consumer a wide range of branded merchandise, at extraordinary low prices. Established by Øivind Tidemandsen in 2000, XXL is at time of writing the largest sports retail chain in the Nordic nations, with 25 stores in Norway, 20 in Sweden and 8 in Finland. The main point of focus in this thesis, which has been embedded into the conducted research and analysis, is the level of attractiveness of the German sports retailing market and its compatibility with XXL’s style of operation. The authors’ findings have been of great interest and importance to the development of the thesis and its conclusive remarks, revealing points of differences as well market similarities. By the conduction of original research and secondary data analysis, the authors have examined external and internal business aspects related to an entry into the German market, forecasting successful strategies designed with a strong basis in market structure and consumer behaviour.