Riassunto analitico
This case study, was conducted during the researcher's internship at ZANASI, a mid-sized B2B
inkjet printer compny, explores the company's decision to pursue a foreign market entry
strategy in the DACH region (Germany, Austria, and Switzerland). The researcher analyzed
the factors influencing ZANASI's choice of strategy and identified the opportunities and
challenges associated with international marketing.
Founded in 1978 in Italy, ZANASI is a leading manufacturer of high-quality inkjet printers
used in various industries, including pharmaceuticals, food and beverage, and cosmetics.
The company is known for its dedication to innovation, quality, and sustainability, offering
a range of printers and eco-friendly inks, and servicing over 90 countries worldwide.
The researcher investigated different foreign market entry strategies, including exporting,
licensing, joint ventures, and direct investment, suggesting that ZANASI can choose a joint
venture for its entry into the DACH region due to the region's competitive environment.
To analyze the factors influencing ZANASI's market entry strategies, the researcher utilized
the thematic PESTLE analysis tool, identifying political, economic, sociocultural,
technological, legal, and environmental factors that could impact the company's entry into
the DACH region.
This thesis provides a comprehensive analysis of ZANASI's foreign market entry strategy,
specifically, into the DACH region. The research offers a few insights for businesses
looking to expand into new markets and for researchers interested in foreign market entry
strategies.
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