The goal of this diploma thesis is to assess current strategy of the analysed enterprise, propose its adjustment with respect to the strategy of the parent enterprise and to propose recommendations to improve its current situation and future development. To accomplish the goal, strengths, weaknesses, opportunities and threats of analysed enterprise were identified. For this purpose, the thesis uses analytical methods of strategic analysis, namely analysis of external, internal and competitive business environment. The thesis is indirectly divided into theoretical, methodological, and practical parts. The theoretical part describes basic concepts and theoretical basis of selected analyses that are applied in the practical part to the chosen enterprise. Methodically the thesis builds on qualitative and quantitative research.

<p><p>Gradually, Swedish SMEs are expanding into emerging markets in order to seize superior opportunities of growth. Within these internationalization efforts, identifying and selecting the most promising foreign target markets is regarded to be a critical success factor. The external business environment, the attractiveness of the targeted market segment in terms of the competitive situation, and the match between the customers’ needs and a company’s resources and capabilities are major factors which determine the prospects of success of establishing business in an emerging market. By applying an abductive research approach, the authors conducted a holistic single-case study of a typical case for Swedish SMEs internationalizing into emerging markets. Through that, the authors were able to answer the research questions of the paper. A theoretical framework was synthesized, combining latest research on emerging country markets with classical models. The framework guided the authors through the entire research process. Several propelling, as well as hampering factors for the case company’s prospects of success in the targeted market segment were identified. Based on the analysis of the empirical findings, the authors found that there are clear opportunities for the case company to increase its business. This conclusion is due to a weak threat of competitors in a broader context, which were regarded to not being able to satisfy the customers’ needs of key importance sufficiently. Competitors in a narrower context were regarded to not have a significant competitive advantage compared with the case company.</p></p>

Gradually, Swedish SMEs are expanding into emerging markets in order to seize superior opportunities of growth. Within these internationalization efforts, identifying and selecting the most promising foreign target markets is regarded to be a critical success factor. The external business environment, the attractiveness of the targeted market segment in terms of the competitive situation, and the match between the customers’ needs and a company’s resources and capabilities are major factors which determine the prospects of success of establishing business in an emerging market. By applying an abductive research approach, the authors conducted a holistic single-case study of a typical case for Swedish SMEs internationalizing into emerging markets. Through that, the authors were able to answer the research questions of the paper. A theoretical framework was synthesized, combining latest research on emerging country markets with classical models. The framework guided the authors through the entire research process. Several propelling, as well as hampering factors for the case company’s prospects of success in the targeted market segment were identified. Based on the analysis of the empirical findings, the authors found that there are clear opportunities for the case company to increase its business. This conclusion is due to a weak threat of competitors in a broader context, which were regarded to not being able to satisfy the customers’ needs of key importance sufficiently. Competitors in a narrower context were regarded to not have a significant competitive advantage compared with the case company.