Analyzing Markets and Designing an Export Strategy for Atlantic Leather to Enter the Mexican Market

Abstract

This thesis is the final thesis towards a Master’s degree in the faculty of business at the University of Reykjavik, worked in collaboration with Atlantic Leather. Atlantic Leather is an Icelandic company dedicated to the production of fish skin with years of experience primarily in the European market. An innovative product represents opportunities in new markets that are competitive. In their attempt for expansion, the company considers new horizons. Mexico is an interesting market because of its geography and other factors such as economic stability and size of its population. A Market analysis was conducted in order to provide valuable information of a new market for Atlantic Leather.Keywords: Atlantic Leather, Mexico, Fish skin, Market analysis.