Marketing Research and Entry Mode Suggestions, Case Turijobs Tourism Services S.L.
Arkhipova, Olga; Pustovalova, Varvara (2010)
Rovaniemen ammattikorkeakoulu Lapin ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010120917701
https://urn.fi/URN:NBN:fi:amk-2010120917701
Tiivistelmä
The thesis was conducted for the Spanish company Turijobs Tourism Services S.L., which operates in the tourism employment sector. The interest in the subject has risen during the practical training period of one of the authors in the company.
The goal of this work was to investigate which factors are to be taken into consideration when planning the entry into the Russian market. The theoretical part consists of two different sets. The first one describes how a marketing research should be conducted, which technics should be used and what marketing research divisions exist. The second part contains the information about the international market entry strategies, the SWOT analysis and factors influencing the decision making process.
The practical part describes the application of the marketing research and the formulation of the entry mode strategy. During the research the main competitors as well as the potential customers have been identified. It has been discovered that there are no competitors focusing on the tourism labour market specifically, but on the labour market in general. The analysis has shown that the Russian tourism market is narrow nowadays. However, on the positive note it is slowly developing.
The environmental research has given an understanding of the Russian tourism sector in general. Based on the results of research suitable pricing, promotion and placement strategies have been chosen. After the research has been completed, the conclusion that the Russian market can be seen as a niche market for the tourism labour services has been made.
The final part of the thesis contains the information on the market entry mode. It has been decided that the franchising would be the most suitable way of entering. The further recommendations to the commissioner were given.
The goal of this work was to investigate which factors are to be taken into consideration when planning the entry into the Russian market. The theoretical part consists of two different sets. The first one describes how a marketing research should be conducted, which technics should be used and what marketing research divisions exist. The second part contains the information about the international market entry strategies, the SWOT analysis and factors influencing the decision making process.
The practical part describes the application of the marketing research and the formulation of the entry mode strategy. During the research the main competitors as well as the potential customers have been identified. It has been discovered that there are no competitors focusing on the tourism labour market specifically, but on the labour market in general. The analysis has shown that the Russian tourism market is narrow nowadays. However, on the positive note it is slowly developing.
The environmental research has given an understanding of the Russian tourism sector in general. Based on the results of research suitable pricing, promotion and placement strategies have been chosen. After the research has been completed, the conclusion that the Russian market can be seen as a niche market for the tourism labour services has been made.
The final part of the thesis contains the information on the market entry mode. It has been decided that the franchising would be the most suitable way of entering. The further recommendations to the commissioner were given.