Product selection plan for a case company
Cai, Liting (2015)
Cai, Liting
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015092214804
https://urn.fi/URN:NBN:fi:amk-2015092214804
Tiivistelmä
The thesis recorded a process of a product selection project for a case company. It start-ed with the background information of the upcoming potential business and the estab-lishment of the new shop for the case company in downtown Helsinki. Accordingly with the information of the case company, the objective and scope of the project were clearly mentioned. The first chapter listed main theories that are being used in the following chap-ter and a brief plan to accomplish the project objective step by step.
The project was divided into three tasks, which included: locating the case company’s position in the industry, applying theory into practice, finding target customers’ needs and popular products in Chinese market, comparing prices with local nutrition stores, and checking details for the final plan and present the solution to the case company.
The theory part started with industry analysis - to analyse the big environment for the case company, Porter’s five forces -analysis and SWOT analysis. These were used to position the case company in the nutrition supplements industry. Competitor analysis to check the case company’s strategy, as a result, the case company is market nicher. In the end of the theory part, I included a brief introduction about nutrition supplements in-dustry, to familiarize readers with the special industry the company is in.
In Chapter 3, the thesis mainly included how I have researched Chinese market. In this chapter, I have used survey to detect Chinese customers’ need for nutrition supplements, and what are the trends in China for the nutrition market. A rough product selection in a table form was listed after I have searched on line about the net stores in China, what are their price strategies, what products are purchased the most etc.
The next chapter then polished the product selection with on field research in Finnish nu-trition stores. I have gone to Finnish stores to check their price strategy and more popular products, and listed in the product selection plan for the case company. The final step before handing the product selection plan to the case company, was that I have inter-viewed an experienced tour guide in Nordic countries, he has given me useful tips for checking the details of the product selection plan.
The thesis gave an analysis of the results and a suggestion for the case company on how to follow up after the project is accomplished. This was located in chapter 5. This chapter concluded the project from the perspective from both the thesis writer and the case com-pany, and it also cleared out what both the case company and I are going to do in the future after the project is completed.
The project was divided into three tasks, which included: locating the case company’s position in the industry, applying theory into practice, finding target customers’ needs and popular products in Chinese market, comparing prices with local nutrition stores, and checking details for the final plan and present the solution to the case company.
The theory part started with industry analysis - to analyse the big environment for the case company, Porter’s five forces -analysis and SWOT analysis. These were used to position the case company in the nutrition supplements industry. Competitor analysis to check the case company’s strategy, as a result, the case company is market nicher. In the end of the theory part, I included a brief introduction about nutrition supplements in-dustry, to familiarize readers with the special industry the company is in.
In Chapter 3, the thesis mainly included how I have researched Chinese market. In this chapter, I have used survey to detect Chinese customers’ need for nutrition supplements, and what are the trends in China for the nutrition market. A rough product selection in a table form was listed after I have searched on line about the net stores in China, what are their price strategies, what products are purchased the most etc.
The next chapter then polished the product selection with on field research in Finnish nu-trition stores. I have gone to Finnish stores to check their price strategy and more popular products, and listed in the product selection plan for the case company. The final step before handing the product selection plan to the case company, was that I have inter-viewed an experienced tour guide in Nordic countries, he has given me useful tips for checking the details of the product selection plan.
The thesis gave an analysis of the results and a suggestion for the case company on how to follow up after the project is accomplished. This was located in chapter 5. This chapter concluded the project from the perspective from both the thesis writer and the case com-pany, and it also cleared out what both the case company and I are going to do in the future after the project is completed.