Dale of Norway
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- Tyskland 
Peter Jebsen founded Dale of Norway in a small village outside Bergen, Norway in 1879. Dale produces fine outdoor clothing made of Norwegian wool and Merino wool from Australia and New Zealand. Dale exports to 22 countries, in addition the company offers its products online in Canada and USA. At the time of writing, the company would like to increase brand awareness in the heart of Europe. This thesis researches the market potential for Dale of Norway in Germany and further conducts a strategy for increasing its brand awareness in the same market. The authors have developed the following research aim: “How can Dale of Norway strengthen its market position in the German market?” Throgh research findings and additional analysis, covering both external and internal company aspects, interesting information regarding both the German market and the German consumer was identified. The findings revealed information about Dale’s current struggle in the German market and has been fundamental in the authors strategic recommendations.
Bacheloroppgave i Internasjonal Markedsføring fra University of Mannheim i Tyskland, 2013