Amundsen Sports : A Market reseachers into the French consumers perception of Norwegian tradition and design

We, the authors, has the last six months conducted a research study for Amundsen Sports AS. This is study focus on their operations and activities towards the French market. Amundsen Sports is a Norwegian outdoor and ski apparel brand, founded in 2009. The founders of this company were Jørgen Amundsen and Erik Friis, the first one a relative of the legendary Norwegian explorer Roald Amundsen. The company’s identity reflects its heritage of Roald Amundsen and Norway as a winter sports nation. Their products are based on their own principle; innovation through tradition, providing clothing with modern usability with a traditional look. Today, Amundsen Sports has sales in France through a handful of distributors located near the ski resorts of the alpine region. The aim of this research study is to analyse the French market in favour of Amundsen Sports, and the authors has therefore formulated the following problem definition: “Can Amundsen Sports increase their brand awareness by innovate in old traditions and by that strengthen their market position in France?” Amundsen Sports faces some challenges in the French market, compared with their other export markets. They experience low sales, low brand awareness, and distributors that does not meet their expectations. To develop a proper strategy for Amundsen Sports in the French market, and finally with a recommendation, the authors has conducted a methodology research, external analysis and internal analysis. The analysis and research covers the micro- and macro environment of Amundsen Sports, as well as competition and barriers such as cultural differences.