How to Find Potential Customers in Southeast United States Skidder Markets? : Nokian Heavy Tyres Ltd
Holvitie, Marika (2015)
Tampereen ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120219088
https://urn.fi/URN:NBN:fi:amk-2015120219088
Tiivistelmä
This study was created in order to provide Nokian Heavy Tyres Ltd a better understanding of the overall markets in the United States, the skidder markets in Southeast states and to find different channels that lead to the end-users.
This work aims to determine whether the different data collection methods and channels possess the minimum requirements or even potential opportunities that would allow Nokian Heavy Tyres Ltd, a Finnish special tyre manufacturer, to successfully use them in a purpose of definition the sales channels.
The methodology used was qualitative research due to the exploratory nature of this thesis as it intended to provide fundamental insights and uncover trends. The data were gathered from official organizations, articles, professional magazines and governmental websites as well as with direct contact by email and phone.
The element of strategic management is analysing strategic position and that is why theoretical structure for this research lies in PESTEL analysis. The macro-level section of external market environment includes economic, political and legal, technological, environmental and socio-cultural aspects. The empirical part of this research consists of micro-level analysis which investigates skidder tyre markets in the United States and its main players.
The findings indicate that there are skidder markets in the United States. The overall market conditions are stable and forest industry has signs of improvements. Harvesting methods and markets are predicted to remain much the same in future. However different trade agreements and duties can have critical outcomes for logging business. Situation in the Southern states looks promising with rising demand for lumber and logs and markets are seen as worth investing.
With qualitative research, the information about the markets, channels, customers and competitors was gathered. Potential customer were found and based on the results, the best channels were easy to determine according to content and usage.
This work aims to determine whether the different data collection methods and channels possess the minimum requirements or even potential opportunities that would allow Nokian Heavy Tyres Ltd, a Finnish special tyre manufacturer, to successfully use them in a purpose of definition the sales channels.
The methodology used was qualitative research due to the exploratory nature of this thesis as it intended to provide fundamental insights and uncover trends. The data were gathered from official organizations, articles, professional magazines and governmental websites as well as with direct contact by email and phone.
The element of strategic management is analysing strategic position and that is why theoretical structure for this research lies in PESTEL analysis. The macro-level section of external market environment includes economic, political and legal, technological, environmental and socio-cultural aspects. The empirical part of this research consists of micro-level analysis which investigates skidder tyre markets in the United States and its main players.
The findings indicate that there are skidder markets in the United States. The overall market conditions are stable and forest industry has signs of improvements. Harvesting methods and markets are predicted to remain much the same in future. However different trade agreements and duties can have critical outcomes for logging business. Situation in the Southern states looks promising with rising demand for lumber and logs and markets are seen as worth investing.
With qualitative research, the information about the markets, channels, customers and competitors was gathered. Potential customer were found and based on the results, the best channels were easy to determine according to content and usage.