Background: In today’s business environment it is important to find new customers. An action that has been widely used is to enter foreign

markets. Most firms are always seeking to maximize their profits,

which can be achieved if an entry into a foreign market is performed.

Due the European Union (EU), new economies open their

borders for international trade and foreign investments. In 2004 Poland received membership. Even though Poland may be a country

with potentials, there are aspects that the firm has to take into consideration in a potential market entry. Among these are market related and firm related factors.

Purpose: The purpose of this thesis is to evaluate the important factors related to the firm and the market in order to present feasible entry mode(s) which ire can use in a potential entry into the Polish market.

Method: The authors have conducted a case study of ire Möbel AB. A qualitative method approach has been used to fulfill the purpose of the thesis. Semi-structured telephone interviews have been used for the empirical findings. The authors want to attain convincing and in

depth information in the field of interest, therefore three firm related interviews and three market related interviews have been

conducted to obtain valid and reliable empirical results.

Conclusion: The case study has led to conclusions on how ire could enter the polish market. ire’s needs and resources have been compared

to the Polish market factors and analyzed for pros and cons.

The mode that is currently used on ire’s other markets, exporting, is

working very well. Equity joint ventures have a three year tax relief

but are still considered a quite expensive mode of entry. Other entry

modes could be successful, but ire’s size and resources limits

the modes available. The thesis has come to the conclusion that

exporting and/or equity joint ventures are the modes of entry most

appropriate for ire.