Harrison, AndrewTorres, António MarinhoKnöbig, Marlene Emma2022-07-292024-12-172022-01-202021-12-17http://hdl.handle.net/10362/142635This field lab explores whether expanding to Asia is viable for KONUNDRUM. In the first chapter a comprehensive overview of the business model, industry-challenges, limitations, and objectives are presented. The next chapter focuses on selecting the best-fitting market, namely Japan, through a decision funnel and resulting ranking. The next chapter is dedicated to further research for the focus market among four crucial factors. The fourth chapter focuses on examining different expansion strategies to construct an entry plan for KONUNDRUM. The last chapter analyses the most promising entry mode financially. A decision is made whether the respective market is worth expandingengBrand strategyEnvironmental sustainabilityData visualizationQuantitative analysisMacro-level analysisAsiaMarket conditionsBusiness feasibilityData analysisInternational marketingExpansion planmaster thesis203022122