Future Demand of Label Papers in the Chinese Market
Paavola, Anton (2014)
Paavola, Anton
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120818903
https://urn.fi/URN:NBN:fi:amk-2014120818903
Tiivistelmä
The thesis that was conducted in order to investigate future demand of label papers in the Chinese market. The thesis examined factors such as competitors and the environment that may affect the label paper demand in the Chinese market.
Literature was reviewed critically on the topic using academic sources, and the main methodology used was secondary data analysis. The initial idea was to conduct a Delphi study however, due to lack of cooperation secondary data had to be relied upon. This can be seen as the main limitation of the thesis as it limits the perspective of the target company. The literature review included information on competitor analysis, future studies and forecasting, and international marketing.
The research showed the importance of correctly evaluating the environment as well as conducting competitor analyses. From the research, a good understanding of the Chinese market environment was gained, and three distinct yet important competitors were analyzed. Also, from the research, the complex nature of the labelstock market structure was understood. The research highlighted that future growth of the label paper market segment remains strong, and the role of label papers in the business portfolio of UPM is increasing due to capacity investments in China. This information was supported through a conducting of an interview.
The main limitation of the thesis is the overreliance of secondary data which limits the company perspective. In order to gain a better understanding of the label paper market, more in-depth interviews should be carried out in order to gain more perspective especially from the company point-of-view.
The study combined academic research on international marketing, future studies and forecasting, and other literature with secondary data about competitors and the labelstock market. This results in the providing of useful insights about the labelstock market in China.
Literature was reviewed critically on the topic using academic sources, and the main methodology used was secondary data analysis. The initial idea was to conduct a Delphi study however, due to lack of cooperation secondary data had to be relied upon. This can be seen as the main limitation of the thesis as it limits the perspective of the target company. The literature review included information on competitor analysis, future studies and forecasting, and international marketing.
The research showed the importance of correctly evaluating the environment as well as conducting competitor analyses. From the research, a good understanding of the Chinese market environment was gained, and three distinct yet important competitors were analyzed. Also, from the research, the complex nature of the labelstock market structure was understood. The research highlighted that future growth of the label paper market segment remains strong, and the role of label papers in the business portfolio of UPM is increasing due to capacity investments in China. This information was supported through a conducting of an interview.
The main limitation of the thesis is the overreliance of secondary data which limits the company perspective. In order to gain a better understanding of the label paper market, more in-depth interviews should be carried out in order to gain more perspective especially from the company point-of-view.
The study combined academic research on international marketing, future studies and forecasting, and other literature with secondary data about competitors and the labelstock market. This results in the providing of useful insights about the labelstock market in China.