Analysis of potential design lamp retailers for Innojok Oy in the Swedish market
Villarreal, Sofia (2016)
Villarreal, Sofia
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060612071
https://urn.fi/URN:NBN:fi:amk-2016060612071
Tiivistelmä
The goal of the thesis is to study and analyze design lamp retailers in the Swedish market in order to find potential retailers for the case company, Innojok. The aim of the case company is to find one to three potential retailers or retail chains for its design lamps in the selected market.
The literature review of the thesis discusses the subjects of situational analysis and retail theory in order to provide tools for a successful analysis.
A qualitative research method is used in this thesis. Case company representatives are inter-viewed to determine the criteria of potential retailers and to get an understanding of the cur-rent internal situation of the case company in entering the Swedish market. A full situational analysis of the market entry is conducted by combining this internal analysis with an external analysis of the market. The main focus is on the retailer analysis. Nine different retailers are examined in the Stockholm area. These retailers are presented and the most potential ones are identified based on their special characteristics and the company’s retailer criteria. The strengths of the case company recognized in the internal analysis are also compared with the retailer’s characteristics in order to find the best potential match.
Three retailers are recommended based on the analysis. These three retailers are further analyzed based on the given criteria and their special characteristics. Although the potential retailers are identified, success in opening the business is not guaranteed. A further analysis of the retailers purchasing behavior is recommended. The case company is also recom-mended to focus on strengthening its strengths and developing its weaker areas in better serving the analyzed retailers.
The literature review of the thesis discusses the subjects of situational analysis and retail theory in order to provide tools for a successful analysis.
A qualitative research method is used in this thesis. Case company representatives are inter-viewed to determine the criteria of potential retailers and to get an understanding of the cur-rent internal situation of the case company in entering the Swedish market. A full situational analysis of the market entry is conducted by combining this internal analysis with an external analysis of the market. The main focus is on the retailer analysis. Nine different retailers are examined in the Stockholm area. These retailers are presented and the most potential ones are identified based on their special characteristics and the company’s retailer criteria. The strengths of the case company recognized in the internal analysis are also compared with the retailer’s characteristics in order to find the best potential match.
Three retailers are recommended based on the analysis. These three retailers are further analyzed based on the given criteria and their special characteristics. Although the potential retailers are identified, success in opening the business is not guaranteed. A further analysis of the retailers purchasing behavior is recommended. The case company is also recom-mended to focus on strengthening its strengths and developing its weaker areas in better serving the analyzed retailers.