The aim of this thesis was to find out how the commissioner of this thesis, Smilee io should start their internationalization in the Swedish market. The commissioner chose the target group for the research and where they want to start their internationalization, Swedish car retailers that also operate online. Reasoning behind this is because they have done very well with the same industry in Finland and so have supporting results from the industry in Finland.

The theoretical foundation for this thesis was concluded with some classic theories on internationalization and articles criticizing how they work in a software/technology company in this day. Sweden as a market was analyzed with PESTEL, that was then further examined in SWOT.

The research was concluded in close cooperation with the commissioner. The results were updated in real time and the commissioner company acted on them immediately.

With the research the commissioner was able to test and try the best approach to start the sales on the Swedish market. Before the finalization of this thesis Smilee has started their sales on the Swedish market.