Dale of Norway : a strategic analysis of Dale of Norway‟s possible entry into the English market

Abstract

Dale of Norway is a Norwegian company that produces woollen garments. They operate in several countries across the world; however, their presence in England is minimal. The managers have expressed a wish to examine the possibilities for further expansion into the English market. The aim of this thesis is to explore the possibilities for Dale of Norway in England. In order to do this, an internal analysis is carried out to evaluate the corporation‟s internationalisation capability. Also, an environmental analysis based on secondary data is utilised. Dale of Norway operates in a niche market, hence, few competitors. Nevertheless, seen from a broad perspective, there are many well-established competitors in the sportswear market. In addition, primary research is conducted to provide valuable insights of the customers‟ preferences. The research consist of focus groups and interviews and discovered that there should be made some adjustments to the clothes and prices, so that they would be better suited for English consumers. The findings led to strategic objectives concerning the English market, following an examination of factors that are critical if Dale of Norway‟s export is going to succeed. Furthermore, the thesis explores and evaluates different entry strategies in order to find out which one is most beneficial for Dale of Norway. Based on the findings in the analyses and research conducted, it can be concluded that there is a potential market for Dale of Norway in England. Finally, a customised marketing mix is recommended to the corporation in order to succeed.