This thesis is made for an international hangar door manufacturer. The purpose of the thesis is to help the managers of the company with creating an entry strategy to Swedish markets. Even the company has experience in international business each market area is different and the marketing research has to be done carefully before starting to develop promotion mix and practices to apply when dealing with Swedish customers. The outcome of the thesis will be an entry strategy that will help to figure out all these phases.

The company is doing business-to-business marketing and sales. The thesis will be answering to the questions 1) “how to get a stable position in Swedish markets?”, 2) “how to reach potential new customers?” and 3) “how to be successful in competitive bidding?”. The thesis will consist of the theory part which opens up the background of business-to-business marketing, exporting and Swedish culture and business life as well as the empirical part including the entry strategy.

The research methods of this thesis are observation and brainstorming. In addition to that the documents provided by the company, for instance quotation letters, brochures and strategies will be used as a part of the material used for this thesis.

The main results of the research were that the competition situation in Sweden is really tight but with a good planning and investing succeeding is possible. Entering Sweden with success requires full concentration and good job by the public relations. In promotion mix the emphasis has to be on personal selling and the quotation formula has to be clear. The competitors may try to use unfair methods of slandering the case company and the best way to answer to that would be by promoting the benefits and ethical behavior of the commissioner.

The conclusions of the study are that the management should really consider again the whole idea about the entry. Even Sweden itself is not that risky market area the competition situation is so difficult that the penetration and stabilization of the business position will not be easy for sure. All those investments needed for personal selling, after sales marketing and quotation may not be covered that well if the competition drives the prices down. Also if the only segment among other industries considered in Sweden is hangar doors, the aspect of niche market increases the risk.

Later on it could be useful to start making a research about the big investments in the field of construction in Sweden. All the marketing could be targeted better if the concrete amount of future investments and their locations was known. Also for getting advantage against the competitors closer look to their manners and production would be useful.