Market Intelligence Plan-Oulu : Ideal Money Transfer (Case Company)
Afzal, Sarfraz; Shah, Syed Muhammad Ali (2016)
Afzal, Sarfraz
Shah, Syed Muhammad Ali
Oulun ammattikorkeakoulu
2016
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016081213692
https://urn.fi/URN:NBN:fi:amk-2016081213692
Tiivistelmä
The aim of thesis is to conduct market research for Oulu for Italian Commissioner Company “Ideal Money Transfer”. Commissioner Company is willing to initiate new office for money transfer business in Oulu. Oulu is the 5th largest city in Finland having 200000 inhabitants. Market research includes customer analysis and competitor analysis.Research objectives include measurement of market potential and provide information about prospective customers and competitors for further development of business plan. The theoretical framework consists of the key terms regarding marketing and market segmentation. In addition to that, design questionnaire for acquisition of information about
potential customers. Furthermore, research on competitors’ situation in the market was conducted. Both research methods are applied while working qualitative as well as quantitative. Theoretical part based on literary sources along with desktop search. Empirical part consists of collection of customer data through questionnaire. Customers’ response against questionnaire was 462. Only six small outlet competitors are working in the market. Customers belong to 9 countries Iraq, Pakistan, China, Nepal, Russia, Bangladesh, Vietnam, Somalia and Thailand.
Based on this market survey 50.86 % of customers are working; a relatively small number of customers are students and pensioners. Based on market research Oulu could be a good place for starting money transfer business.
Customers want low service charges, high exchange rate and low lead time funds. This business is based on Non-EU countries population. They are doing jobs, studies and pensioners. Development of marketing communication plan is important for this business. Because in past some businesses have failed because of bad communication plan.
potential customers. Furthermore, research on competitors’ situation in the market was conducted. Both research methods are applied while working qualitative as well as quantitative. Theoretical part based on literary sources along with desktop search. Empirical part consists of collection of customer data through questionnaire. Customers’ response against questionnaire was 462. Only six small outlet competitors are working in the market. Customers belong to 9 countries Iraq, Pakistan, China, Nepal, Russia, Bangladesh, Vietnam, Somalia and Thailand.
Based on this market survey 50.86 % of customers are working; a relatively small number of customers are students and pensioners. Based on market research Oulu could be a good place for starting money transfer business.
Customers want low service charges, high exchange rate and low lead time funds. This business is based on Non-EU countries population. They are doing jobs, studies and pensioners. Development of marketing communication plan is important for this business. Because in past some businesses have failed because of bad communication plan.