Helly Hansen

Abstract

In this thesis, we have analysed the possibility for Helly Hansen to increase sales in the Spanish market, where they are already established. Currently, Helly Hansen is operating in the professional skiing and sailing business. However, we wanted to examine the potential to reach a wider consumer group. To achieve a greater insight into the Spanish market, we started to collect data from secondary sources. By utilizing the Pestle model and considering at trends, we gained more knowledge about external factors that influence the market. After conducting the secondary research, we still lacked significant information regarding the industry Helly Hansen operates in, and about consumer behaviour. To gather this information, we used the two models Porter’s Five Forces and Kotler’s Consumer Decision Making Process. To further examine the consumer behaviour of the Spanish market, we conducted indepth interviews, focus groups and observations. With support from our secondary and primary research, we found three attractive segments for Helly Hansen to target. Furthermore, we developed suitable segmentation- and positioning strategies for these segments. This led us to the marketing mix with our recommendations. If Helly Hansen decide to implement these strategies, they will be able to reach a wider consumer group and increase their sales in the Spanish market.