Market analysis and strategy recommendations for product group X. Business case: company Y
Timofeeva, Anna (2016)
Timofeeva, Anna
Saimaan ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605229107
https://urn.fi/URN:NBN:fi:amk-201605229107
Tiivistelmä
The study was carried out within the business development department of the German automotive supplier company Y. The purpose of this study was to perform the comprehensive market analysis for product group X, to identify potential customers for the case company and to make recommendations for future strategy.
The theoretical data for this study were collected from various sources, particularly articles and books. Empirical knowledge was gathered by the help of desk researches, personal semi-structured interviews during exhibition and customer visits. The combination of qualitative and quantitative research methods was chosen for acquiring data and presenting the research results.
Based on the findings, the case company has got an extensive overview of the product X tendencies on the target market. Moreover, the strategic analysis in a form of a SWOT (strengths, weaknesses, opportunities and threats) analysis has been performed and strategy recommendations have been proposed.
The theoretical data for this study were collected from various sources, particularly articles and books. Empirical knowledge was gathered by the help of desk researches, personal semi-structured interviews during exhibition and customer visits. The combination of qualitative and quantitative research methods was chosen for acquiring data and presenting the research results.
Based on the findings, the case company has got an extensive overview of the product X tendencies on the target market. Moreover, the strategic analysis in a form of a SWOT (strengths, weaknesses, opportunities and threats) analysis has been performed and strategy recommendations have been proposed.