Market entry in Finland- Case company X in Vietnam
Le, Thi (2014)
Le, Thi
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014110315151
https://urn.fi/URN:NBN:fi:amk-2014110315151
Tiivistelmä
The thesis aimed at providing company X an overview of Finnish market on digital demand, and how to successfully enter the market. The structure of the study consists of three main chapters: introduction, theoretical knowledge, and the entry strategy for X. Interviews with project managers and team leaders in company X were conducted in order to gain insights about the company’s capability and references through previous projects, as well as to have a better idea of how a project is implemented from the beginning stage to the delivery stage, and the use of different contracts in each specific case.
In the chapter two, the author studied about market research in four aspects: the importance of market research, the use of market research, market research process, and competitor analysis. As a foundation for the entry strategy in chapter three, the review on market research provided a better understanding on the first stage of the entry process. Additionally, the review about marketing process clearly stated each action step the company should take in order to build a profitable relationship with clients in the new market.
Based on the study about Finnish market on specific sectors, the author was able to provide company X valuable information to conduct its first action step on the entry process. As a result of the early stage in the process, the company has already built its first relationship with a Finnish client. That has proven the potential of the market and displayed the achievement the study brought to the company. However, in order to progress the study into a larger scale, the company would need to invest more of its marketing resource to conduct a deeper investigation on the market.
Key words: Digital, Finnish market, market research, marketing
In the chapter two, the author studied about market research in four aspects: the importance of market research, the use of market research, market research process, and competitor analysis. As a foundation for the entry strategy in chapter three, the review on market research provided a better understanding on the first stage of the entry process. Additionally, the review about marketing process clearly stated each action step the company should take in order to build a profitable relationship with clients in the new market.
Based on the study about Finnish market on specific sectors, the author was able to provide company X valuable information to conduct its first action step on the entry process. As a result of the early stage in the process, the company has already built its first relationship with a Finnish client. That has proven the potential of the market and displayed the achievement the study brought to the company. However, in order to progress the study into a larger scale, the company would need to invest more of its marketing resource to conduct a deeper investigation on the market.
Key words: Digital, Finnish market, market research, marketing