P/M/302. Market research for International Market Entry in Russia and Sweden for the Mountain Equipment Co-op

The paper examines the operations of the Canadian company Mountain Equipment Co-op (MEC) that provides goods and services for wilderness-oriented activities and is currently considering an expansion into either the Russian or the Swedish market. The in context is a Composite Jacket. The paper presents marketing research of the economic climate, focusing on risks and trade regulations in both countries and outlining the problems that the company may face. The results obtained from the analyses prompt that Russia can be a lucrative though a high-risk market, with risks being lower in Moscow area. Sweden, on the other hand, has a lower level of risk, yet the market is small and the overall costs are high. The conclusion is made that MEC will enter the Russian market.