Navigating the German Sustainable Fashion Market: A Case Study of IVALO.COM’s Market Entry Strategy
Kaaretsalo, Alisa (2023)
Kaaretsalo, Alisa
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133261
https://urn.fi/URN:NBN:fi:amk-2023120133261
Tiivistelmä
This thesis investigates the market entry strategy of IVALO.COM, an online sustainable fashion retailer, into the German market. The research explores three key research questions, examining the favorability of the German market, the level of competition IVALO.COM faces, and the most suitable market entry strategy. To answer these questions, the study employs a robust theoretical framework, including PESTEL and SWOT analyses, Porter's Four Corners Model, risk management strategies, the marketing mix, the STP model, and Porter's Five Forces analysis.
The findings reveal that the German market offers substantial opportunities due to its strong economy, increasing online shopping trends, and a growing demand for ethical clothing and practices. While competition in the sustainable fashion market is fierce, IVALO.COM distinguishes itself by transparently showcasing its sustainability criteria, giving it a competitive edge. In terms of market entry strategy, the research recommends creating a German-language website, employing search engine optimization with relevant German keywords, and harnessing social media advertising.
However, the study acknowledges limitations due to the dynamic and extensive nature of the German market and the reliance on secondary data. To address these limitations and enhance the research's relevance, future research directions are proposed.
The findings reveal that the German market offers substantial opportunities due to its strong economy, increasing online shopping trends, and a growing demand for ethical clothing and practices. While competition in the sustainable fashion market is fierce, IVALO.COM distinguishes itself by transparently showcasing its sustainability criteria, giving it a competitive edge. In terms of market entry strategy, the research recommends creating a German-language website, employing search engine optimization with relevant German keywords, and harnessing social media advertising.
However, the study acknowledges limitations due to the dynamic and extensive nature of the German market and the reliance on secondary data. To address these limitations and enhance the research's relevance, future research directions are proposed.