<p>Background</p><p>Internationalization is a rapidly increasing trend of firms and markets in today’s business</p><p>environment where fashion companies have evolved to be one of the most successful and</p><p>dynamic international retailers. Though a majority of SMEs in the retail fashion industry have</p><p>the potential to become international, many never do due to a number of barriers. When</p><p>making decisions regarding international strategies, it is important for companies to analyze</p><p>and understand the foreign market to determine if there is an opportunity for success on the</p><p>market. However, many SMEs fail to do a thorough market analysis prior to</p><p>internationalizing and never reach their full potential on the market.</p><p>Purpose</p><p>The purpose of this thesis is, through a market analysis, to determine if Sweden is a suitable</p><p>market for a Canadian SME in the men’s retail fashion industry.</p><p>Method</p><p>A qualitative study was carried out to help determine the purpose of the paper where data was</p><p>collected through a single case study of the company Phresh Image. Primary research was</p><p>conducted through interviews with the CEO of Phresh Image as well as focus group meetings</p><p>to collect data regarding the company and the potential customers. The interviews were</p><p>structured after the theoretical framework and included participants described by Phresh’s</p><p>target group. Secondary data was collected regarding Sweden and the Swedish retail industry</p><p>and used to compare the domestic market to the foreign market.</p><p>Conclusion</p><p>By answering the research questions, the thesis found that Sweden is a suitable market for a</p><p>Canadian SME in the men’s retail fashion industry. Branding, quality design were among the</p><p>most influential characteristics for Swedish consumers and retail companies in the fashion</p><p>industry must take these into consideration when internationalizing to Sweden. Canada’s and</p><p>Sweden’s economic, political and cultural environments proved to be rather similar though</p><p>some adaptation of a company’s marketing mix may be required. In addition, exporting was</p><p>shown to be the most suitable way for retails to enter into Sweden providing limited barriers</p><p>and low risk.</p>

Background Internationalization is a rapidly increasing trend of firms and markets in today’s business environment where fashion companies have evolved to be one of the most successful and dynamic international retailers. Though a majority of SMEs in the retail fashion industry have the potential to become international, many never do due to a number of barriers. When making decisions regarding international strategies, it is important for companies to analyze and understand the foreign market to determine if there is an opportunity for success on the market. However, many SMEs fail to do a thorough market analysis prior to internationalizing and never reach their full potential on the market. Purpose The purpose of this thesis is, through a market analysis, to determine if Sweden is a suitable market for a Canadian SME in the men’s retail fashion industry. Method A qualitative study was carried out to help determine the purpose of the paper where data was collected through a single case study of the company Phresh Image. Primary research was conducted through interviews with the CEO of Phresh Image as well as focus group meetings to collect data regarding the company and the potential customers. The interviews were structured after the theoretical framework and included participants described by Phresh’s target group. Secondary data was collected regarding Sweden and the Swedish retail industry and used to compare the domestic market to the foreign market. Conclusion By answering the research questions, the thesis found that Sweden is a suitable market for a Canadian SME in the men’s retail fashion industry. Branding, quality design were among the most influential characteristics for Swedish consumers and retail companies in the fashion industry must take these into consideration when internationalizing to Sweden. Canada’s and Sweden’s economic, political and cultural environments proved to be rather similar though some adaptation of a company’s marketing mix may be required. In addition, exporting was shown to be the most suitable way for retails to enter into Sweden providing limited barriers and low risk.

The global marketplace today encompasses 6 billion people. Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information. A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame. Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France. The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame. A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out. Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market. This thesis has developed a theoretical framework to analyze foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture. The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics. However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France.

<p>The global marketplace today encompasses 6 billion people. Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information. A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame. Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France.</p><p>The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame.</p><p>A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out. Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market.</p><p>This thesis has developed a theoretical framework to analyze foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture. The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics. However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France.</p>