FROM DOMESTIC GROWTH TO INTERNATIONAL EXPANSION: THE MOBILITY CARE CASE Marketing strategies and development perspectives in the German market

This thesis analyzes the business case of Mobility Care, a company operating in the field of architectural barrier removal and mobility solutions for the elderly and people with disabilities. After examining the company's history, identity, evolution, and business model, the paper examines its competitive positioning, marketing strategies, and the sales process developed in the Northern Italian market. Based on the company's expertise and resources, the research then develops an internationalization proposal aimed at identifying new growth opportunities beyond the domestic market. Through the application of CAGE and PESTEL models, several potentially attractive European markets are analyzed and compared. The analysis identifies Germany as the most favorable country for an initial international expansion. The final section defines a possible entry strategy into the German market, based on a gradual approach and collaboration with local partners, accompanied by marketing activities and an assessment of investments, operating costs, and potential economic returns. The aim of this thesis is to demonstrate how a small to medium-sized enterprise can navigate an internationalization process by leveraging its know-how, technical expertise, and ability to offer customized solutions.