Rodrigues, Luis Manuel da SilvaBehrens, Franziska Ruth Eva Masrgarethe2017-09-182017-09-182017-01-20http://hdl.handle.net/10362/23342POP Solutions Group is a Belgian medium-sized point-of-sales display producer, which offers its customers an all-in-one solution for marketing, designing, producing of POS activities and analyzing consumer behavior. Due to the relatively saturated market and customers in Belgium, the company considers two possibilities to grow: customer diversification or internationalization. A detailed analysis of the possibilities has been conducted and concluded in a recommendation of internationalization within the European Union. A scoring model, based on carefully selected criteria concluded that Germany would be the fitting market for an internationalization, keeping in mind POP´s business model, most attractive industries, and potential risks.engInternationalisationCustomer segmentationMNEsSMEsmaster thesis201714493