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Marimekko
1.
2. Competitive Advantage “Finnishness”
Cultish interest in its patterns
Exporting: Cornerstone of entry strategy abroad
Exports to about 40 countries.
Concept stores and retail stores
Followed by alliances with brands like Converse and Crate
and Barrel
3. Operations from culturally and geographically
close countries: (1956) Nordic region
› Advantages
Cultural similarities
Market similarities
Market proximity
Brand awareness
Operations from culturally and geographically
distant countries: (1972) Japan & US
Exporting: Cornerstone of entry strategy abroad
Editor's Notes
Marimekko exports its product to about 40 countries; Japan, Sweden, the United States, Denmark and Germany were the leading export countries in 2010.
http://www.scandinavia-design.fr/marimekko-story_en.html
Following an Uppsala model, the company first entered other countries in Nordic region and thanks to the advantages in terms of cultural and market similarities and market proximity, the company was soon able to gain strong brand awareness. Afterwards, the expansion followed to US, and Asia which together account for approximately 25- 30% of total sales
