Market selection and Market entry decisions for foreign markets. Lambertz GmbH & Co. KG's gingerbread

Seminar paper from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,3, University of Applied Sciences Stuttgart, language: English, abstract: The company Lambertz is a market leader with seasonal products. Moreover, a sales increase in spite of stagnant gingerbread market takes place. 'Tradition pflegen, Innovation leben' - That is the guiding principle of the company Lambertz GbmH & Co. KG, which was founded in 1688. Everything has started in a small baking house and today it is an international pastry concern. In 2015 there was a turnover of 620 million euros with investments at the rate of 24. 8 million euros. Why did the author choose the enterprise Lambertz with their product gingerbread? Not only because of their unbelievable development since the foundation in 1688. The company Lambertz is an internationally known company, which guarantees its competitiveness in the marketplace through new products and an outstanding quality. Furthermore, the gingerbread is part of the German culture and especially in the christmas season very popular. According to a recent survey from the year 2014 gingerbread is the second most popular sweet in the biscuit segment after cookies. Ginger bread has become part of the German culture and this culture can`t imagine without it. In this term paper the author wants to find out, which countries would be suitable for a possible market entry and if there are any restrictions. In addition to that the author asked herself if there is a particularly usable strategy for a market entry. Finally, a short conclusion and recommendation are putting an end