How will COTE D’OR enter the Danish market?

Project in International Export

How will COTE D’OR enter the Danish market?

School: International Business Academy, Skamlingvejan 32, 6000 Kolding, Denmark

Study Program: International Business Management Marketing – Bachelor Program

Subject: International Export

Project supervisor: Mikael A. Rasmusen

Hand in date: 17 May 2010

Number of Characters: 21.328

Author of the project: Kayembe Alphonsine

Table of contents

1 Table of contents 2

2 Preference 5

3 Problem formulation 6

4 Swot-Analysis 7

5 The micro-environment 9

5.1 Suppliers 10

5.2 Distributors 10

5.3 Customers 11

5.4 Competitors 11

6 The macro-environment 12

7 The Porter Five Forces 13

7.1 Potential entrants 13

7.2 Buyers 14

7.3 Substitutes products 14

7.4 Suppliers 14

7.5 Intensity of rivalry among existing competitors 14

8 Diamond, the Competitive Advantage of Nation 15

8.1 Factor conditions 15

8.1.1 Labour force 15

8.1.2 Physical resources 16

8.2 Demand conditions 16

8.3 Related and supporting industries 17

8.4 Firms strategy, structure and rivalry 17

8.4.1 Industry structure 17

8.4.2 Labour market 17

8.4.3 Industrial strategy, policy 17

8.5 Chance 18

8.6 Government 18

8.6.1 Infrastructure 18

8.6.2 Education system 18

9 Finance situation of COTE D’OR 19

10 Core competence and competitive advantage 19

11 Attractiveness of the Danish market 19

11.1 Geographical size 19

11.2 Potential sales and customer expectation 19

11.3 Language 20

11.4 Easy to access customer 20

12 suggestion for market entry mode of COTE D’Or in the Danish market 20

12.1 Choice of the entry mode 21

12.1.1 Direct export 22

12.1.2 Joint venture 22

13 Conclusion 23

14 Bibliography 24

14.1 Books 24

14.2 Websites 24

Preference

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COTE