Entry barriers on the training simulator market for construction vehicles in Europe

Sammanfattning: The research question, which we will answer in this paper, is following: What are the four entry barriers that are most difficult to overcome when entering the training simulator market for construction vehicles in Europe? To answer this research question we performed a study on nine companies in the training simulator market for construction vehicles and asked them to rank 25 entry barriers on a Likert scale in order of importance. The results of our research study show us the barriers of importance. The top four barriers are: R&D expenses in entering a market, access to distribution channels, selling expenses and costumer loyalty advantage held by incumbents. There are several factors affecting the barriers importance on the market. Product type, market characteristics’ and the competitors are some of the most important factors. These factors make the market unique and difficult to generalize. The specific combination of factors creates entry barriers that are unique to the specific market.