Is there a potential in the Spanish market for Adams Matkasse?
Abstract
In our thesis we have researched if there is potential for Adams Matkasse to enter the Spain Market. Adams
Matkasse is a company that delivers food boxes to you doorstep which contains healthy recipes and all the
groceries you need to cook your dinner. Since Norway and Spain is very different to each other we understood
that we needed to get a more detailed overview on the industries, consumers and a clear overview of the
spanish prosperity and welfare. As it was unclear on which industry Adams Matkasse should enter, we
analyzed different industries; foodservice, packed food and fresh food. After the analysis it was still unclear
which industry Adams Matkasse should be in. So in order to identify their industry we needed some further
analysis.
We identified Adams Matkasse´s closest direct and indirect competitors on behalf of the industries we analyzed
in the secondary research. We used PESTEL to understand the overall situation in Spain by looking at the
political, economical, social, technological, environmental and legal aspect of the country. After concluding
our desk research we were able to narrow down our industry identification between two industries; The fresh
food industry and the food home delivery industry. To get a deeper insight in the industries we conducted a
Porter's five forces and Kotler´s Purchasing Process to get a better understanding. After the analysis there were
still loopholes we needed to cover.
Primary research is necessary in order to get the clear understanding on the industry and its consumers. We
conducted a primary research where we interviewed in form of focus groups and in depth interviews. After
analyzing the results we were able to identify a specific industry to enter; Grocery home delivery. Now we had
an industry and needed to follow up with which strategies to recommend and identify micro segments Adams
Matkasse should target. After segmentation and strategy recommendations, we decided that Adams Matkasse
should position themselves under two different dimension, quality and simplicity. Finally vi developed
different marketing mixes for each segment in order for Adams Matkasse to enter the market with a strong
position and gain brand awareness.
Description
Bacheloroppgave i Internasjonal Markedsføring fra ESADE i Spania, 2018