Entering the German Gas market in Lübeck

摘要

Gasnor AS is a Norwegian Gas company consisting of 50 employees. Gasnor ischaracterizing Norway as its main market, with their main activities on the westside of Norway, where they have their main office. Nowadays they areconsidering expansion to the German market, but they already have someinternational activities, delivering gas to parts of England and Sweden. SinceGasnor are planning on expansion to Germany they have asked us to make amarket research for them, and to give them advices through a recommendedstrategy which we have conducted at the end of this paper. We came up with therecommended strategy through usage of an internal and external analysis. In theexternal analysis we used the PESTEL-analysis in order to cover the neededexternal ground, and in addition we used Porter’s model. In the internal analysiswe used the born global-theorem and defended why we characterize them as that.Furthermore in the internal analysis we used the good export circle to coverGasnor`s internal competence and attitude in order to find out how sharpened theyare for the globalization. Through the external and internal analysis we came upwith where in the nine windows Gasnor should place themselves in order to reachthe most beneficial market for them. We placed Gasnor the window expansion tonew markets. When it comes to the entrance strategy we recommended Gasnor tofocus on increasing their visibility in the German market and strive to increasetheir network. Finally we concluded our entrance strategy by recommend to usean agent since that would benefit Gasnor the most, in regard to helping Gasnoravoid cultural misunderstandings, and an agent would provide Gasnor withalready existing market network.