Market research of window units and doors industry in Russia
Grishankova, Elena (2010)
Grishankova, Elena
HAAGA-HELIA ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201005118947
https://urn.fi/URN:NBN:fi:amk-201005118947
Tiivistelmä
The purpose of this research is to analyze macro-environmental and competitive forces in the Russian market and to determine possible entry modes for a new company. Some practical information on legal issues and regulatory organizations is also included in the paper in order to create a comprehensive overview of any potentially influential factors.
The conceptual framework is based on the macro-environmental market research approach, Michael Porter’s five forces framework and international entry strategies. This theoretical framework was used as a basis for formulating interview questions in order to perform adequate qualitative, as well as quantitative, research. Quantitative data were collected from reliable sources and were primarily concerned with macro-economic factors. Interview questions were semi-structured and formulated differently for each of the three respondents, taking their field of expertise into account in order to get the best results possible.
By the end of this research it was possible to conclude that economic and political forces are most influential ones that a company in the Russian market will face. The most important of Porter’s five forces appeared to be direct rivalry and the distribution chain, the latter of which consists of the supplier, manufacturer and buyer. The overall situation in the Russian market for door and window units does not appear to be that clear at the moment; the same can also be said about the prognoses for the future. For this reason, and also because of the lack of data regarding the commissioning party’s strategic objectives and assets, it was unfortunately impossible to formulate a clear plan regarding the development of strategy. However, this work offers ways of obtaining information for a necessary deeper market research, which is needed in this area.
The conceptual framework is based on the macro-environmental market research approach, Michael Porter’s five forces framework and international entry strategies. This theoretical framework was used as a basis for formulating interview questions in order to perform adequate qualitative, as well as quantitative, research. Quantitative data were collected from reliable sources and were primarily concerned with macro-economic factors. Interview questions were semi-structured and formulated differently for each of the three respondents, taking their field of expertise into account in order to get the best results possible.
By the end of this research it was possible to conclude that economic and political forces are most influential ones that a company in the Russian market will face. The most important of Porter’s five forces appeared to be direct rivalry and the distribution chain, the latter of which consists of the supplier, manufacturer and buyer. The overall situation in the Russian market for door and window units does not appear to be that clear at the moment; the same can also be said about the prognoses for the future. For this reason, and also because of the lack of data regarding the commissioning party’s strategic objectives and assets, it was unfortunately impossible to formulate a clear plan regarding the development of strategy. However, this work offers ways of obtaining information for a necessary deeper market research, which is needed in this area.