Arla Foods: Driving sales through entry into sub-Saharan Africa

Kristian Nørfelt Lund & Maria Tauber Wiese

Student thesis: Master thesis

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.

EducationsMSc in Business, Language and Culture, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2008
Number of pages150