Market Entry Strategy for a Finnish Software Company entering the Swiss security market through a reseller/partner

Abstract

Even though trade agreements and unions between countries have made this process easier for SMEs, it still calls for thorough analyses and evaluations of the market potential, its barriers, and additionally, for the company itself, to adapt an appropriate market entry strategy. In this case, the attention is aimed at the entering of a Finnish software company into Switzerland with the security service industry as a target market. As Switzerland is often referred to as a highly competitive country, the company has uncertainties about the competitiveness and potential of the market.