INTERNATIONAL MARKET EXPANSION BY THE POLISH FOOD INDUSTRY: REASONS, STRATEGIC GOALS AND METHODS

Abstract

The paper discusses the directions of a global expansion of the Polish food industry companies and examines their strategic goals, motivations and methods of entering the foreign markets. The discussion is based on the quantitative research, conducted in 2018, among 250 Polish food companies selected from three food industry groups (10.7, 10.1,10.3) according to the list of codes of Polish Classification of Activities. The Polish food companies perceive foreign markets as an opportunity for growth by increasing profits, acquiring new customers, increasing sales and strengthening the position as well as the potential of the company. The EU is a preferable direction of expansion. The companies find the EU members’ markets locally convenient, stable and with business-friendly conditions. The paper complements the studies on internationalisation of the food sector companies, in particular in a static approach which constitutes the degree of company independence in implementing the market entry strategies and illustrates the intensity of the internationalisation process of the business.