Market Research and Entry Strategy for Box Ambulances

This report is the result of the market research for Profile Oy. In this report the ambulance industry and various European markets were researched. From this research three countries were chosen for which entry strategies were written. Some applied theories are eight dimensions of quality by Garvin, entry modes by Kotler, Armstrong, Wong and Saunders and entry barriers by Bain. In the report the European ambulance industry was carefully researched. Types of ambulances, regulations, box versus van ambulances, decision makers and manufacturers were all covered to gain a full understanding of the working of the industry. Then for each market a market research was completed to determine whether there are possibilities for Profile to enter the market with box ambulances. With the help of a decision matrix, it was defined that Germany, Norway and Sweden have the markets that are the most viable options. This is because Germany is a market which proves to have a high demand for box ambulances and Profile already is a market leader in Norway and Sweden. In these countries customers already have asked after box ambulances. For these three markets entry strategies were written. In this strategy the barriers, cost and competitiveness, net-work and marketing possibilities were discussed. It was determined that direct exporting will be the best option for now. In the future when the demand grows the next step, such as a wholly owned subsidiary, should be evaluated. There are opportunities in the three selected markets. However, it will require work, time and investments to make it a profitable outcome