Tammi Jewellery : Market research for entering the Hong Kong market; market channels and brand positioning in the market
Thin, Rebecca (2018)
Thin, Rebecca
Metropolia Ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018052810766
https://urn.fi/URN:NBN:fi:amk-2018052810766
Tiivistelmä
The purpose of this study is to gain further knowledge about the Hong Kong jewellery industry and different market channels available for Tammi Jewellery. Tammi Jewellery is a company that creates contemporary handmade Scandinavian jewellery pieces in Turku, Finland and it was founded in 1954 by Alpo Tammi, a goldsmith. The study was commissioned by Tammi Jewellery.
The literature review provides the reader the basic understanding of marketing and the different theories surrounded by customers’ needs. Additionally, business strategies and methods of branding were introduced to provide alternative options for companies to use when entering a new market. Qualitative research methods have been used in this study and with the help of the interview conducted with the CEO of Tammi Jewellery, Ms. Miia Saarikko, the author received additional information from Tammi’s business point of view. The interview consisted of fourteen questions related to the literature section of the research.
The overall result from this research is to assist Tammi Jewellery and other premium/luxury jewellery companies who are interested in entering the Hong Kong market to gain relevant information about the foreign market. The author provides alternative distribution channels and business tools for companies when developing a marketing plan for the new market. With the help of the interview with the CEO of Tammi Jewellery, the author gained additional content which was not available to the public.
The author would recommend that Tammi Jewellery and other jewellery companies that are interested in entering the Hong Kong market to further explore different possibilities available to promote their brand and the products. For further research, companies interested in penetrating the Hong Kong market should conduct a survey related to Hong Kong consumer buying habits and their preferences in jewellery to gain a better perspective of the market they are entering.
The literature review provides the reader the basic understanding of marketing and the different theories surrounded by customers’ needs. Additionally, business strategies and methods of branding were introduced to provide alternative options for companies to use when entering a new market. Qualitative research methods have been used in this study and with the help of the interview conducted with the CEO of Tammi Jewellery, Ms. Miia Saarikko, the author received additional information from Tammi’s business point of view. The interview consisted of fourteen questions related to the literature section of the research.
The overall result from this research is to assist Tammi Jewellery and other premium/luxury jewellery companies who are interested in entering the Hong Kong market to gain relevant information about the foreign market. The author provides alternative distribution channels and business tools for companies when developing a marketing plan for the new market. With the help of the interview with the CEO of Tammi Jewellery, the author gained additional content which was not available to the public.
The author would recommend that Tammi Jewellery and other jewellery companies that are interested in entering the Hong Kong market to further explore different possibilities available to promote their brand and the products. For further research, companies interested in penetrating the Hong Kong market should conduct a survey related to Hong Kong consumer buying habits and their preferences in jewellery to gain a better perspective of the market they are entering.