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Title: Arla Foods
Driving sales through entry into sub-Saharan Africa
Author: Lund, Kristian Nørfelt; Wiese, Maria Tauber
Abstract: This thesis examines what type of entry strategy Arla Foods should pursue in sub-Saharan Africa. The examination takes its basis in the questions of why Arla Foods should consider entering into sub-Saharan Africa, where to enter and how to enter in terms of entry mode, timing and commitment as well as market positioning. The call for a thorough investigation of this research area is generated by a mix of growing interest from Arla Foods lead by the Consumer International and Global Ingredients divisions to identify and evaluate the market potentials in sub-Saharan Africa and of strategic management literature which to an increasing scale focuses on the business potential in least developed countries.
URI: http://hdl.handle.net/10417/249
Date: 2009-03-20
Pages: 150 s.
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