| Abstract [eng] |
The main purpose of this master thesis is to prepare a theoretical model of the company's foreign market entry strategy and its implementation barriers after the analysis of research and to evaluate it by analysing the case of Dolomitas AB entering the Latvian market. The master's thesis consists of 3 parts. The first part of the work is devoted to the theoretical analysis of the topic, the second part is methodological, and the third part analyses the results of the research. During the comparative analysis of scientific sources on the topic of the company's entry into the foreign market, the concept of the company's entry into the foreign market strategy, the peculiarities of the choice of the foreign market and the method of entering the foreign market were detailed. Particular attention is paid in the theoretical part of the work to the analysis of the factors that encourage and hinder the company's entry into a foreign market. After theoretically substantiating the company's strategy and barriers to entry into the foreign market, in the second part of the work, a theoretical model describing the main aspects of the strategy and detailing the barriers was developed. The aim was to evaluate the practical functioning of this model by the example of AB Dolomitas entering the Latvian market, therefore the research methodology was also developed in the second part of the work. In the third part of the work, the case analysis is performed and the answers to the research questions are sought: what external and internal factors determined the failure of Dolomitas AB in the Latvian market? Summarizing the results of the research, the obstacles to the implementation of the Dolomitas AB market entry strategy and the possibilities to overcome them are defined. The investigation revealed that the reasons for the company's failure in Latvia are the increased price of fuel and the resulting increase in the prices of dolomite offered to the Latvian market, increased competition in the Latvian dolomite trade market and insufficient attention of the company to the Latvian market. Changing the method of entering the foreign market to direct investment in Latvia would help to overcome all these problems. |
