The Expansion of Auto-Mow’s International Presence in USA

Abstract

This thesis’ purpose is to help facilitate the possible expansion of Auto-Mow ApS to the U.S market of robotic lawn mower. With the main research question being: "How can it be assessed that the American market is an attractive market for Auto-Mow ApS, and whether this market can be penetrated and help strengthen Auto-Mow ApS's global position?" The thesis focuses on quantitative date and the analysis of these data sets, with an analysis of the company, the American market as well as the industry – using USP, PIE, Porters Five forces, SWOT and TOWS. It is found that the American market is attractive for the possible expansion of Auto-Mow ApS, and it is recommended that Auto-Mow ApS continues with their plans of expansion to the USA. However it is strongly advised throughout the thesis that Auto-Mow are fronting a lot of competition, disruptive innovation and other threats in the forthcoming years, and needs to address these problems – the sake of the company is a stake. Lastly the author expresses some recommendations on what to do before, under and after the expansion.