Internationalization plan for the spanish plant-based food company Eura

Identifier:  TFM:1797

Handle: https://hdl.handle.net/20.500.11797/TFM1797

Authors:  Potskhverashvili, Kira

Abstract:
Plant-based diets are increasing in popularity worldwide due to growing environmental sustainability, ethical concerns, and health consciousness; Sweden is a prime example of this trend. As a result, Heura Foods, a well-known business recognized for its innovative and environmentally friendly plant-based products, wants to take advantage of this chance. To support Heura's entry into Sweden, this thesis develops a practical market entry plan and offers pertinent information. After thoroughly examining the competitive landscape, customer behavior, and market dynamics in Sweden, it was decided that direct export is the best entry approach. This strategy enables the business to quickly address feedback from customers while keeping control over the quality of its products and brand reputation