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Testing the waters In South Korea: internationalization of Sea & Sun Electronics to the South Korean market
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Sea & Sun Electronics, a German developer and manufacturer of water measurement instrumenta-tion, has successfully leveraged worldwide growth in the market by expanding its international operations. As recent expansion has taken place in Asia, the purpose of this work project is to identify the next Asian target market for Sea & Sun. A scoring model, taking into account relevant macro and micro-criteria, proposes South Korea as the most attractive country. Further, direct ex-porting via a domestic sales agent is found to be the most appropriate entry mode to South Korea. These findings are complemented by a financial and risk analysis.
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Sea & sun electronics Internationalization Water measurement South korea