Welcome to Ambro vs. the World!

Dear readers,

Welcome to Ambro vs. the World! In this blog, we will take you on a global expansion journey of the Finland-based start-up called Ambro. The project is a part of our studies at the "Global Marketing Management" course at Aalto University School of Business.

The destination of our journey will end with a marketing plan for Ambro's new market entry strategy. During the fall of 2013, we will share our thoughts about Ambro's potential for internationalization, where this should take place and how the marketing should be organized.

During the first step of our journey, let us briefly describe our initial ideas to you: 

Product: The product can be best described by its creators' words at www.theambro.com. They quote: 

'Ambro is the fastest and healthiest meal that includes everything your body needs. Measure and mix it with water in a blender or a shaker and your Ambro is ready to go. It's a perfect breakfast or meal. Ambro consists of high grade ingredients such as organic nuts, organic brown full-grain rice, wild berries and organic cocoa. Our protein comes from organic nuts and high quality whey protein guaranteeing an ideal amino acid profile.'

Company: Ambro, a Finnish start-up company, currently 5-heads strong, is operating in the Start-up Sauna. Find a complete company profile on their website (one team member has dropped off).

International experience: Ambro has no international experience yet, though the company team consists of internationally-oriented students. 

Target market: Potential target markets may include other Nordic countries as well as California in the USA. We are not yet sure which market should be the first one to enter, but we will be investigating these as well as other European markets during the fall. We believe that these markets have the most potential for such a health product, and these are easy for a Finnish company to enter due to little psychic distance between the cultures.

Why is there market potential? There are several reasons why we believe Ambro definitely has market potential:

1. Rise of healthy eating habits in the target markets (e.g. super foods)
2. People in the developed countries have less and less time for cooking or eating - need for fast & healthy food
3. Increasing obesity - need for health products
4. Concept internationally recognized

Our next blog post will introduce our team of experts tackling this challenge. Besides that, we will conduct an exclusive, in-dept interview with Tapio Melgin, one of Ambro's founders. Finally, you will get to know why we chose this start-up as our next endeavor.