In order to continue its successful Internationalization, which foreign country is relevant for Junglück?

Abstract

This dissertation is a hybrid case study and can be used as an industry research paper. Junglück wants to continue the internationalization in Europe. For a more detailed insight, the market was described based on the most important key figures and then evaluated. It was apparent that France is the largest market for natural cosmetics in Europe after Germany. Hollensen's International Selection Process was used for the analysis. It turned out that language and distance are important factors and that by opening France, a huge part of Switzerland could also be addressed. In addition, the BENELUX parts, so that Junglück can enter several markets at the same time. This important insight then led to France being analyzed in more detail and evaluated in terms of market attractiveness and relative competitive strength. The result was that insights in terms of competitors were missing. This meant that only other German natural cosmetics start-ups that are on the French market could be compared with Junglück. The result of this was that Junglück can rather be classified as a B-country with potential upwards to an A-country. This means that there is potential, the market should be addressed, but more precise insights are immensely beneficial. Especially in the area of active ingredients and tolerability, Junglück can stand out from its competitors on the foreign market in the long term. The research questions could thus all be answered and Junglück now has a small guideline at its disposal that supports further internationalization.

Date of Award	28 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Reis (Supervisor)