Segmenting Selected Companies for Internationalization Assistance-Case Organization ELY-Centre
Laine, Jarna (2012)
Laine, Jarna
Satakunnan ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121219159
https://urn.fi/URN:NBN:fi:amk-2012121219159
Tiivistelmä
The purpose of this thesis was to find ways to efficiently segment selected companies in Satakunta region for internationalization promoting services offered by Satakunta ELY Centre.
This thesis had two outcomes. The primary outcome was the segmented lists of ELY Centre´s client companies. The secondary outcome was a detailed analysis of the client companies´ responses. The outcomes of this thesis, the analysis and lists of segmented client companies, will help Satakunta ELY Centre to target their internationalization promoting services more efficiently. It can also help client companies to receive support most suitable for their needs.
The theoretical framework for this study was based on Cavusgil´s and Yeoh´s model for the development of an effective export assistance strategy.
The research was based on a quantitative approach and the chosen method of data collection was a survey. The questionnaire was sent to Satakunta ELY Centre´s client companies that export or are interested in internationalization and fulfill the criteria given by Satakunta ELY Centre. A quantitative approach was used to get information concerning respondent companies´ internationalization level, destination countries, destination countries in the future, internationalization barriers (both internal and external), export expectations for the future and the awareness level of ELY-Centre´s services.
The results indicate that Satakunta ELY Centre´s respondent client companies´ circumstances and needs of assistance vary a lot and therefore, there is a great need of segmentation. The respondent companies were segmented into groups according to their internationalization level, export barriers, export destination countries, export destination countries in the future and the awareness level of ELY-Centre´s services. A suggestion was made for Satakunta ELY Centre to create a database for client customers and continue the segmentation process to better serve the client customer needs.
This thesis had two outcomes. The primary outcome was the segmented lists of ELY Centre´s client companies. The secondary outcome was a detailed analysis of the client companies´ responses. The outcomes of this thesis, the analysis and lists of segmented client companies, will help Satakunta ELY Centre to target their internationalization promoting services more efficiently. It can also help client companies to receive support most suitable for their needs.
The theoretical framework for this study was based on Cavusgil´s and Yeoh´s model for the development of an effective export assistance strategy.
The research was based on a quantitative approach and the chosen method of data collection was a survey. The questionnaire was sent to Satakunta ELY Centre´s client companies that export or are interested in internationalization and fulfill the criteria given by Satakunta ELY Centre. A quantitative approach was used to get information concerning respondent companies´ internationalization level, destination countries, destination countries in the future, internationalization barriers (both internal and external), export expectations for the future and the awareness level of ELY-Centre´s services.
The results indicate that Satakunta ELY Centre´s respondent client companies´ circumstances and needs of assistance vary a lot and therefore, there is a great need of segmentation. The respondent companies were segmented into groups according to their internationalization level, export barriers, export destination countries, export destination countries in the future and the awareness level of ELY-Centre´s services. A suggestion was made for Satakunta ELY Centre to create a database for client customers and continue the segmentation process to better serve the client customer needs.