...International Market Entry strategy for AmStar-Europe by José Meester February 2008 - September 2008 Graduation committee: Internal supervisors: - P. Bliek (Chairman) - M. Ehrenhard (Member) External supervisor: - P. Binkhorst (Member) Master Thesis AmStar-Europe José Meester Management summary The topic of the thesis is developing an International Market Entry strategy for AmStar-Europe to enter Europe. AmStar-Europe is a new company with no experience abroad and needs an International Market Entry strategy plan to guide the penetration of the European market. The following recommendations are found: • Enter Denmark through direct export and focus on AffaldVarme Århus, Forbrændingsanlægget REFA, Roskilde Forbrænding and I/S vestforbrænding first, because they are open to new technology’s and responded quickly. Focus on persons who make (big) investment decisions, analysed in table 14 and sell the AmS 8** coating through personal selling. • Develop references for potential customers by providing current customers with small samples. These samples provide knowledge about the product and wordof-mouth can distribute this knowledge into the market. • Use trade shows and seminars to build awareness, show references, meet new customers and maintain your relationships with current customers. Frequently visit Denmark to maintain the relationships and to keep informed. AmStarEurope should keep up to date when it comes to environmental...
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