|dc.description.abstract||Sørlandschips AS is a small Norwegian company located in south of Norway that produces a type of potato chips called ”kettle” chips. Sørlandschips have been very successful on the Norwegian market, and has so far managed to gain a 30% market share on the total market of potato chips in Norway.
This project is written by a group of two students at the University of Mannheim. The strategic problem definition is as following:”Is there an attractive market for Sørlandschips in Germany and whether or not there is a possibility for them to enter this market”. Important aims and objectives related to this were to examine internal conditions within the company and external factors in the environment. Also to identify trends that could influence a possible entry on the German market and how Sørlandschips should position its brand if they decided to launch.
Findings of the study are that the German market for potato chips and other savory snacks is large. This market in Germany can be defined as a mature market which is characterized by strong national and international brand names, intense competition, and the profit of this market is expected to rise even more in the future. As a part of the examination of the German market there will be a more thorough analysis of the competitive forces and the different factors in the environment that has to be taken into consideration when entering a foreign market..
We would recommend that Sørlandschips stays in their domestic market as they do not have the financial resources that are needed when expanding internationally
Because of the limitations of this assignment, considerations regarding other countries than Germany are not included.||en_US