Market Potential for Customised Tools in the German Engineering Industry
Thieme, Annika (2010)
Thieme, Annika
Kajaanin ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010101813763
https://urn.fi/URN:NBN:fi:amk-2010101813763
Tiivistelmä
The purpose of this thesis was to analyse the German market or more specifically the German engineering industry and its relation with tool manufacturers in order to investigate whether the German market is an interesting one for Mehi Oy to enter.
The marketing research contained an analysis of the different sectors of the German engineering industry including potential customers of Mehi Oy. This analysis included amongst others a short presentation of the industry sector, the current economic situation as well as challenges and requirements. Furthermore, leading trade fairs of respective industry sectors and different company clusters were explored. Moreover, the research comprised an analysis of the German tool industry, including precision and machine tools. Finally, the kind of tools used by companies in their production was investigated within the scope of this thesis.
An outcome of the marketing research was the finding that the German market appeared to be an interesting one for Mehi Oy to enter in case that the company would use its competitive advantages successfully. Concerning the company clusters, it seemed that most of the companies were located in Northern, West and Southern Germany. Regarding the place of market entry, several Federal Lands seemed to be appropriate, however, the location of competitors also needed to be taken into consideration. Finally, different possibilities for the market entry were discussed.
The marketing research contained an analysis of the different sectors of the German engineering industry including potential customers of Mehi Oy. This analysis included amongst others a short presentation of the industry sector, the current economic situation as well as challenges and requirements. Furthermore, leading trade fairs of respective industry sectors and different company clusters were explored. Moreover, the research comprised an analysis of the German tool industry, including precision and machine tools. Finally, the kind of tools used by companies in their production was investigated within the scope of this thesis.
An outcome of the marketing research was the finding that the German market appeared to be an interesting one for Mehi Oy to enter in case that the company would use its competitive advantages successfully. Concerning the company clusters, it seemed that most of the companies were located in Northern, West and Southern Germany. Regarding the place of market entry, several Federal Lands seemed to be appropriate, however, the location of competitors also needed to be taken into consideration. Finally, different possibilities for the market entry were discussed.