Marker Research for Paparazzi Model Management for opening a Subsidiary Company in Saint Petersburg
Postina, Alexandra (2016)
Kymenlaakson ammattikorkeakoulu
2016
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605036031
https://urn.fi/URN:NBN:fi:amk-201605036031
Tiivistelmä
Nowadays Finnish fashion industry is facing the problem of extreme diminishing of local market due to the decreasing of clothing manufacturing and production. Appearance of huge amount of international companies in the market and abatement of partnership between European countries in the sphere of fashion industry led to decreasing of demand for models and sophisticating of building successful career in this field.
The main purpose of the thesis was to prosecute research in Saint Petersburg’s market in the sphere of fashion industry in order to identify opportunities and threats of possible market penetration. The project was aimed to amplification of business activities of Paparazzi Model Management, which is one of the biggest model agencies in Finland based in Helsinki.
The best solution of the main problem could be grounded on the investigation of Saint Petersburg as a completely new market. Qualitative research methodology is the constitutive approach to obtain needed information about opinions, beliefs and values of people from variable spheres of fashion industry and achieve the main objective of the thesis. Appliance of competitive intelligence and conduction of in-depth interviewing were chosen as techniques to explore market’s specificities, competitiveness and spectrum of possible customers in order to frame detailed plan of opening new Paparazzi office in Saint Petersburg.
The main purpose of the thesis was to prosecute research in Saint Petersburg’s market in the sphere of fashion industry in order to identify opportunities and threats of possible market penetration. The project was aimed to amplification of business activities of Paparazzi Model Management, which is one of the biggest model agencies in Finland based in Helsinki.
The best solution of the main problem could be grounded on the investigation of Saint Petersburg as a completely new market. Qualitative research methodology is the constitutive approach to obtain needed information about opinions, beliefs and values of people from variable spheres of fashion industry and achieve the main objective of the thesis. Appliance of competitive intelligence and conduction of in-depth interviewing were chosen as techniques to explore market’s specificities, competitiveness and spectrum of possible customers in order to frame detailed plan of opening new Paparazzi office in Saint Petersburg.