Even though trade agreements and unions between countries have made this process easier for SMEs, it still calls for thorough analyses and evaluations of the market potential, its barriers, and additionally, for the company itself, to adapt an appropriate market entry strategy. In this case, the attention is aimed at the entering of a Finnish software company into Switzerland with the security service industry as a target market. As Switzerland is often referred to as a highly competitive country, the company has uncertainties about the competitiveness and potential of the market.

Procedure: 1. Define objectives 2. Research design 3. Literature review 4. Data collection 5. Market assessment 6. Discussion 7. Recommendation and conclusion The type of research for the thesis will be exploratory, using primary and secondary resources to investigate the problem.

This paper therefore focuses on the competitiveness and intermediaries within the software industry, the potential of the security industry and the potential fit with the strategy of the client company. Furthermore, the thesis shall provide insights into the Swiss market’s perception of foreign companies and solutions. In summary, this paper gives an understanding of the environment the company wants to enter. This will be supported through a literature review, a market assessment and several analyses that through a discussion will give an insight into the respective fields of the Swiss market.