How can Alcomel specialize in the niche market of the wheelchair accessible bathrooms and become the dominant player in the EU by 2025 ?

Abstract

This study is a case study which gives advice to a company called Alcomel for expanding its business. This was done with one specific product in mind, a flexible bathroom specifically designed for the elderly care. The landscape of elderly care in Europe was carefully examined first. The goal was to find out what the future would hold in this market and if it would be useful for the company to go abroad. The goal was also to find out why the previous market entry of the Netherlands was successful. A list of possible countries for entering was made and, consequently, the most suited strategy to enter a new foreign market successfully was presented. This thesis attempts to address the following key research question in order to present this strategy: ‘How can Alcomel specialize in the niche market of wheelchair accessible bathrooms and become the dominant player in the EU by 2025?’ In order to answer the mentioned central research question, a multi-layered research has been conducted, which consists of a review of the existing literature, a qualitative analysis based on expert interviews, and a quantitative analysis. The market-activated corporate strategy framework is used to map the data. This mapping of the data resulted in the following conclusions. The Netherlands' market entry was successful because this country is the most appealing for Alcomel to do business in, even more so than Belgium. Sweden, followed by Germany and Denmark, are the next countries that should be entered. It is suggested to enter Germany because of its geographic preferable location. A long-term direct exporting method is suggested to enter this market. For the Nordic countries, Sweden and Germany, it is advised to enter the markets also by direct exporting, but it is recommended to start searching for a company to take over and set up a wholly owned subsidiary.