Expanding Indie Campers’ presence in the U.S.

: development of a strategy for success in the RV market

Abstract

Indie Campers, a Portuguese native scale­up, that operates in the recreational vehicle market, has become one of the fastest­growing companies in the world. This thesis aims to present a strategy to expanding Indie Campers’ presence in the U.S. RV market. The literature on internationalization and consumer behaviour provides valuable insights for Indie Campers’ expansion strategy. By evaluating the key drivers and barriers to success, the U.S. rental and sales RV market, and the competitive landscape, this thesis will present the roadmap to establish the company as one of the leaders in the market. Through the analysis of three strategic frameworks: PESTEL analysis, Porter’s Five Forces analysis, and SWOT analysis, the thesis will present comprehensive insights for the U.S market. Based on the findings from these three analyses, a strategic plan is developed. Acknowledging the limitation of this research, such as the rapid evolution of the market, this thesis provides valuable insights for Indie Campers' expansion into the US market. It underscores the importance of adapting marketing strategies, establishing a strong physical presence, ensuring consistent quality, and navigating regulatory complexities.

Date of Award	6 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)