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.