Market Research of a Work-Safety Software in Germany
Wiesendanger, Raphael (2016)
Tampereen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016071113584
https://urn.fi/URN:NBN:fi:amk-2016071113584
Tiivistelmä
The aim of this Bachelor’s thesis was to provide WellWorks Oy, a development company of Human Resource Information Systems, with an overview of the German market because of a consideration to expand abroad. The product in charge is TTurva, a work-safety software for tracking work-related accidents and provide a safer work environment. Additionally to the market overview, the value of this software was to be examined.
This study was divided into two different market researches. To accomplish the marketing environment research, secondary data were used for conducting different theoretical frameworks such as a PEST-Analysis, Porter’s 5-Forces model and a SWOT-Analysis. A product research for evaluating the product in charge was processed with self-gathered primary data. The data were collected from 60 participants of an online survey and were of quantitative content.
Based on the outcome of the survey the value of TTurva is sufficient to succeed on the German market. It meets the requirements of prospective buyers even though up to today it is not available in German language. Wellworks Oy profits from the already existing economies of scale and a user-friendly design of the software.
The findings indicate that a market entry to Germany is likely to be successful. The case company benefits from the strong German economy and the low entry costs when entering the new market since a software company does not need and have high assets and fixed costs. The awareness of the employers to provide a safe work environment for their employees is another favour that WellWorks is benefiting from. However, as compared with other countries, Germany’s slow growing digitalisation is a disadvantage for the case company, but with motivated sales representatives this can be adverted.
It is advisable to attend branch-specific trade shows in the target country to attract customers and raise awareness inside the industry. Furthermore, competitors can be inspected and researched as this was hardly possible due to a lack of available information.
This study was divided into two different market researches. To accomplish the marketing environment research, secondary data were used for conducting different theoretical frameworks such as a PEST-Analysis, Porter’s 5-Forces model and a SWOT-Analysis. A product research for evaluating the product in charge was processed with self-gathered primary data. The data were collected from 60 participants of an online survey and were of quantitative content.
Based on the outcome of the survey the value of TTurva is sufficient to succeed on the German market. It meets the requirements of prospective buyers even though up to today it is not available in German language. Wellworks Oy profits from the already existing economies of scale and a user-friendly design of the software.
The findings indicate that a market entry to Germany is likely to be successful. The case company benefits from the strong German economy and the low entry costs when entering the new market since a software company does not need and have high assets and fixed costs. The awareness of the employers to provide a safe work environment for their employees is another favour that WellWorks is benefiting from. However, as compared with other countries, Germany’s slow growing digitalisation is a disadvantage for the case company, but with motivated sales representatives this can be adverted.
It is advisable to attend branch-specific trade shows in the target country to attract customers and raise awareness inside the industry. Furthermore, competitors can be inspected and researched as this was hardly possible due to a lack of available information.