The Attractiveness of the Baltic Countries as a Sales Market: Evidence for Beauty Industry
Abstract
Shai Tech is a Romanian company, which commercializes its personal care products in the United States through its online store. The company wants to expand in Europe, first in one of the Baltic countries. The aim of this paper is to study how a beauty company like Shai Tech evaluates the attractiveness of countries and target markets when it decides to sell its products in foreign markets. In order to achieve this purpose, the attractiveness of the Baltic countries from the perspective of demographic, economic, and labor market, also target market characteristics will be compared. The applied methodology involves 30 variables from the three dimensions analyzed and the awarding of scores for the three Baltic countries. The results reveal that Lithuania is best positioned in both the demographic dimension and economic and labor market aspects. In addition, Lithuania and Estonia have similar scores regarding the target market indicators.
References
Crema, F. (2018). Dropshipping: How to Start Dropshipping, Independently Published.
Eurostat, (2022). Database by themes. Retrieved January 2022, from https://ec.europa.eu/eurostat/web/main/data/statistics-by-theme.
Döpke, J., Knabe, A., Lang, C., Maschke, Ph., (2016). Multidimensional well-being and
regional disparities in Europe, IWH Discussion Paper nr. 13, Halle Institute for Economic
Research.
Gary, J. (2019). Dropshipping in 2019: The Latest Strategies to Start an Ecommerce on Shopify/Ebay, Step By Step Guide on How to Make Passive Income and Make Money Online from Home, Independently Published.
Herve, A., Schmitt, C., Baldegger, R. (2020). Internalization and Digitalization: Applying digital technologies to the internationalization process of small and medium-sized enterprises. Technology Innovation Management Review, 10(7), 29-41.
Iyer, G., Soberman, D., Villas-Boas, M. (2005). The targeting of advertising. Marketing Science, 24,3, 305-323.
Lee, K., Carpenter, C., Challa, C., Lee, S., Connolly, G., Koh, H. (2009). The strategic targeting of females by transnational tobacco companies in South Korea following trade liberalization. Globalization and Health, 5, 2.
Navarro, F. & Alencar, C. (2016). Analysis of the strategic elements in internalization processes: Brazilian real estate companies targeting the residential market of Costa Rica. Ambiente Construido, 16(1), 285-299.
Sarin, S. (2010). Market Segmentation and Targeting in Wiley International Encyclopedia of Marketing. John Wiley and Sons, 1-9.
Sparrow, S. (2019). Dropshipping Ecommerce Business Model 2019, Independently Published.
Topliceanu S.C. (2019a). The economic competition between United States, European Union, and China, „Nicolae Titulescu” University Publishing House, The International Conference „Challenges of the Knowledge Society –CKS”, 13th Edition, 17-18 May, Bucharest, 1296-1302.
Topliceanu, S.C. (2019b). The competition between traditional power centers and emerging powers, Theoretical and Applied Economics. Special Issue, vol. XXVI, 95-108.
Topliceanu, S.C. (2020). The Manifestation of Power. An Analysis of Ten Best Economies of the World în Orăștean, R., Ogrean, C., Mărginean S. C. (ed.). Organizations and Performance in a Complex World. IECS 2019, Springer Proceedings in Business and Economics, Springer, Cham, 345-358.
The World Bank, (2022). The World Development Indicators. Retrieved January 2022, from https://databank.worldbank.org/source/world-development-indicators#.
Wittkop, A., Zulauf, K., Wagner, R. (2018). How Digitalization Changes the Internalization of Entrepreneurial Firms: Theoretical Considerations and Empirical Evidence, Management Dynamics in the Knowledge Economy, 6(2), 193-207.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Alisa-Mihaela Ambrozie, Stefan-Catalin Topliceanu, Sergiu Sorcaru, Sergiu-Ionel Pirju
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The author fully assumes the content originality and the holograph signature makes him responsible in case of trial.
