MARKET ANALYSIS AND RECOMMENDATIONS REPORT FOR INTERNATIONAL EXPANSION OF NEVA
ENERGY BARS TO THE EUROPEAN AND SOUTH EAST ASIAN MARKET
I. Executive Summary
This report shall provide a comprehensive market analysis and recommendations for the new Neva
Energy Bar manufacturer based in Nevada, California, as per their interest in introducing their organic
energy bar in the European and South East Asian markets. Countries under consideration is Germany and
Singapore. This report shall cover key considerations for successful market entry, encompassing cultural
dimensions, legal, political, and social factors as well as potential barriers.
II. Target Markets
European Market Target Country: Germany
Germany boasts a large population of close to 83million people who are health-conscious which aligns
well with the organic energy bar product (Federal Statistical Office, 2023). Moreover, it has a strong
economy and a well-developed distribution network.
South East Asian Market Target Country: Singapore
Singapore is an excellent choice for the Southeast Asian market due to its well-developed modern
infrastructure, large consumer base of an affluent status who also exhibit a high level of openness to
international products.
, III. Hofstede’s Cultural Dimensions Analysis
As elucidated in the study text (Carpenter et al, 2011), Hofstede’s cultural dimensions theory is a concept
developed by Geert Hofstede to understand and analyze cultural differences between societies. It
identifies six cultural dimensions that can be used to compare and contrast cultures. Being power
distance, uncertainty avoidance, individualism-collectivism, masculinity-femininity, and short-vs. long-
term orientation.
Germany
Statistical data provided by Hofstede Insights (2020) based of a study by Minkov (2010) indicates the
following.
Power Distance : With a low score of 35, it is characterized by a society of which those who are not
powerful, do not expect power o be distributed unequally. As such hierarchical structures that are less
controlling which will allow for open communication and a participative environment together with flat
organizational structures would be best suited.
Individualism vs. Collectivism: With a score of 67, Germans have been found to be quite Individualistic
and highly believe in self actualization.. This means that decision-making tends to be autonomous which
will on turn require a more decentralized approach.
Masculinity vs. Femininity: The society is considered masculine with a score of 66 and great emphasis
and self esteem is derived from being achievers, assertive and decisive.
ENERGY BARS TO THE EUROPEAN AND SOUTH EAST ASIAN MARKET
I. Executive Summary
This report shall provide a comprehensive market analysis and recommendations for the new Neva
Energy Bar manufacturer based in Nevada, California, as per their interest in introducing their organic
energy bar in the European and South East Asian markets. Countries under consideration is Germany and
Singapore. This report shall cover key considerations for successful market entry, encompassing cultural
dimensions, legal, political, and social factors as well as potential barriers.
II. Target Markets
European Market Target Country: Germany
Germany boasts a large population of close to 83million people who are health-conscious which aligns
well with the organic energy bar product (Federal Statistical Office, 2023). Moreover, it has a strong
economy and a well-developed distribution network.
South East Asian Market Target Country: Singapore
Singapore is an excellent choice for the Southeast Asian market due to its well-developed modern
infrastructure, large consumer base of an affluent status who also exhibit a high level of openness to
international products.
, III. Hofstede’s Cultural Dimensions Analysis
As elucidated in the study text (Carpenter et al, 2011), Hofstede’s cultural dimensions theory is a concept
developed by Geert Hofstede to understand and analyze cultural differences between societies. It
identifies six cultural dimensions that can be used to compare and contrast cultures. Being power
distance, uncertainty avoidance, individualism-collectivism, masculinity-femininity, and short-vs. long-
term orientation.
Germany
Statistical data provided by Hofstede Insights (2020) based of a study by Minkov (2010) indicates the
following.
Power Distance : With a low score of 35, it is characterized by a society of which those who are not
powerful, do not expect power o be distributed unequally. As such hierarchical structures that are less
controlling which will allow for open communication and a participative environment together with flat
organizational structures would be best suited.
Individualism vs. Collectivism: With a score of 67, Germans have been found to be quite Individualistic
and highly believe in self actualization.. This means that decision-making tends to be autonomous which
will on turn require a more decentralized approach.
Masculinity vs. Femininity: The society is considered masculine with a score of 66 and great emphasis
and self esteem is derived from being achievers, assertive and decisive.
