|dc.description.abstract||Devold® of Norway was established in 1853 and it is Europe’s oldest sportswear brand. They produce outdoor garments made of merino wool. They export to 20 countries in Europe and USA, and now they want to explore the market potential for their wool sports underwear garment in France.
The aim of this research study is to examine the market potential for Devold in France, and the authors developed the following problem definition:
Is it possible and attractive for Devold® of Norway to introduce their merino wool sports underwear into the French market, and if so, which are the most valuable segment and suitable entry strategies?
France is an attractive country for foreign direct investment and is in the heart of Europe. The country is known for its culture, history, wine, food and breathtaking nature, from the beautiful Alps to white beaches in south of France. Furthermore, they have a stabile economy and good governmental policies, which makes it easy for companies to do business.
The first section of the report describes the research problem, research objectives and methodology. The report is based on both primary and secondary data. The authors have performed a survey in French, and interviewed important French players in order to find information about the French market, preferences and segments.
In the analyze chapter the authors have applied theories and models to analyze the micro and macro environment and indentified the opportunities and threats for Devold.
In the analysis the authors found out that there is a market potential for Devold in France.
The final remark is the recommendation, where the authors propose how Devold should enter France successfully.||en_US