|dc.description.abstract||This report has been prepared in cooperation with Boe & Sunde (hereafter B&S).
B&S is a Norwegian brand of sunglasses, which focuses on producing sunglasses
based on wooden material, thereby referred to as ''woodies''. The undertakings were
established in 2009, and still find themselves in the introduction phase, as the
company’s first brand collection was launched in July 2010.
The following report will focus on possible strategies for B&S, if entering the UK
sunglass market. The report will contain of a short introduction of B&S, followed by
a literature review, which will create the foundation of basic aspects of the report.
Further, analysis of the company and UK market will be done, which builds on the
basis for B&S’s strategy and recommendations.
In order to obtain specific indications concerning the report's objectives, information
has been compiled through primary and secondary research. By adopting methods
such as semi-structured interviews and surveys, relevant information has been
collected. Through the survey research conducted in Leeds and London, the aim was
to gain an improved understanding of the potential customers, and their buying
behaviour. The research was also introduced to reveal possible differences between
the respondents of each region. Furthermore, the semi-structured interviews were
done with the aim of gathering feedback on the product, made by experienced staff
within the relevant market sector.
Findings from the survey show that the majority of the respondents thought of the
''woodies'' as being different within its product genre. In addition, the response also
indicates a fairly positive first impression. However, the results revealed that the
willingness of spending might be limited regarding an unknown design. In the semistructured
interviews performed on professionals within the sunglass market,
confirmed that different opinions also exist between those with relevant expertise.
Although, the response on the product design contained certain similarities with the
results from the survey-research, the feedback concerning the price rate showed
various opinions.The UK can be considered as a potential market for B&S. Through the external
analysis it shows that the purchasing power is increasing within the market. Secondly,
it is exposed that the trade barriers between Norway and UK are minimalistic. The
analysis also reveals that the competition is high among the rivals operating in this
market sector. However, there is still a room for smaller outsiders, due to the
purchaser’s wish of differentiation by purchasing products, which stands out. This is
an essential factor in the consideration of entering the UK. Further, the internal
analysis shows the company’s strengths and weaknesses, and is developed to evaluate
what B&S’s strategic approach will be.
The report will end by concluding with a recommendation for B&S’s approach to the
UK sunglass market. The company will have to put an effort into promoting the
brand, such as increasing their focus on PR and e-Communication, which will be
essential in order to gain brand awareness. Further on, it will be constituted which
entry modes that will be most suitable for B&S if entering the UK market.||no_NO