Devold of Norway

Abstract

Devold of Norway is a Norwegian textile producer, with wool products as textile. The company was founded in 1853, and has been producing garments of high quality ever since. The authors of this paper have emphasized through research to examine whether or not the German market will be attractive for further penetration. Devold of Norway is at currently represented in a handful exclusively selected retailers in Bavaria – through an Austrian distributor. This form does not provide the company with sufficient sales volume. In the event of this, head of exports at Devold challenged the authors to develop an alternative strategy in order to restructure this. The thesis contains an internal and external analysis, summed up in a SWOT analysis. Further, the authors have included relevant theories and implications in order to seek to fulfill the wishes of Devold of Norway. Through our analysis, we found that the German market combined with the preparedness for internalization represent good possibilities for entry. The authors found that it would be most desirable for Devold of Norway to enter the German market through a distributor, who can fulfill requirements presented in the thesis.