Entering the Dutch market: is there a case for Marimekko?

This thesis is a result of an international project conducted together with Stenden University of Applied Sciences (Emmen Campus, the Netherlands). The commissioner was Marimekko, a Finnish lifestyle brand. The study’s goal was to assess Marimekko’s potential to enter Dutch market. The thesis defines terms necessary for understanding the study, such as market entry mode, internationalisation, brand awareness and other. The thesis evaluates market entry modes, company’s internal and external factors influencing the choice of entry mode, role of brand awareness, and designs its research method in cooperation with Stenden students. The research used secondary sources collected during desk research (previous researches, available literature and articles). The primary data were gathered in cooperation with Stenden University students. The empirical part presents this data, starting with describing Marimekko as a company, Mari girl consumer persona, the product that the company offers, and an analysis of current situation of Finnish market, ending with results of Marimekko’s brand awareness in the Netherlands. Next, Dutch market, Dutch consumers and competition are introduced. Finally, the survey and interview results are presented. The thesis concludes with recommendation for Marimekko and suggestions for further research. The research results show that Marimekko has a potential to successfully penetrate Dutch market. The recommended entry mode would be Greenfield or direct exporting. The recommended store location would be Kalverstraat in Amsterdam, and it could be a phygital store. Marketing campaign should include discounts and special offers, should be visual, should employ social media, such as Instagram, and could include cooperation with local fashion bloggers