Norrøna Sport AS: exporting to the British market

Abstract

This report is conducted in cooperation with the Norwegian company Norrøna Sport AS that produce high quality outdoor clothing. Norrøna is curious about the British market and want to look at the opportunities for expansion. The purpose of this report has been to evaluate Norrøna’s potential distribution channels and find out how to reach their potential customers, and the most appropriate retailers in the market. Both primary and secondary research has been used to provide necessary information about the market place. Our secondary research was mainly based on Mintel articles and helped get an overview over the market, before starting the primary research. The method we used in primary research was in- depth interviews with the store manager or other personnel with knowledge about the market. The framework of this report is based on relevant litterateur related to Norrøna’s expansion process. Theory is used throughout the report to accomplish completeness. Finally we sum up with a conclusion, and base our recommendations on the findings in the report.