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- Frankrike 
France is well known as one of the world’s most visited tourist destinations, but a less known fact is that it also is the second largest importer of Norwegian salmon in the world. This makes it a very interesting market for a small company looking to expand its export of high quality sustainable salmon – the Norwegian salmon producer, Kvarøy. Kvarøy was founded in the mid-seventies on a small island in northern Norway, forty years on, the still family-owned company can boast with an over three million Euro cash flow. But times are changing, and the 19-employee strong family business is looking for new markets to diversify its activities and be better suited in turbulent times in the global trade markets. This project aims to answer whether the French market is a viable option, and what would be the best strategy for entering the market. Starting by conducting a thorough market research, with both primary and secondary data on how the French consumers view, purchase and eat salmon – and especially Norwegian salmon. Our research shows us a fragile market, but an increased focus on sustainable and high-quality salmon opens a niche market that goes against the rest. After identified an opportunity, we developed a strategic method to fully analyse and identify Kvarøy’s strategic position, and how they could use their strengths towards seizing the opportunities and avoiding limitations brought on by company weaknesses and threats from the external environment. A complete strategic analysis followed by a thorough strategy formulation lead us to the recommendation that Kvarøy should use a direct export method, focusing on customers who value quality over price, and gain a competitive advantage through differentiating themselves on what they know best, their premium quality, sustainable Norwegian salmon – their Pure Pride.
Bacheloroppgave i Internasjonal Markedsføring fra Grenoble Ecole de Management i Frankrike, 2017