An evaluation of the theory of export market entry strategies with specific reference to the Irish food and drink industry

Due to the limited size of the Irish economy and the opportunities for firm growth abroad, many Irish firms are turning to exporting, generally accepted to be the first crucial step on the road to full internationalisation. On a theoretical level, this thesis traces the evolution of international trade and outlines current trends in international business. Further, it examines the internationalisation process focussing primarily cn the incremental approach and noting the increasingly popular alternative, networking. The importance of developing the most appropriate and hence successful market entry stragegy is stressed throughout, with detailed analysis concerning choice of entry mode and target market. Exporting as a mode of foreign market entry is discussed and guidelines for the development of a successful, committed export marketing plan are also detailed. The two recent initiatives instigated by the Irish Government to promote exports among small/medium sized Irish firms i.e. Group Marketing and the Special Trading House scheme also receive comprehensive discussion. In practical research terms, a detailed macro and micro analysis of the exporting behaviour and trends in the Irish food and drink industry is carried out and conclusions drawn herein