Entry in Moscow, Russia market for Mad Professor Amplification Oy.

Abstract

The commissioner of the thesis is a Finnish company Mad Professor Amplification Oy and it was founded in 2002. In 14 years it has become one of the most respected producers of its products in the world and has worked with more than 50 countries and the founder of the company is Harri Koski. The objective of the thesis is to make a clear image of the Russian market, its advantages and disadvantages as well as creating market entry strategies that will help benefit the commissioning company the most on the Russian market.

The theory applied in this thesis includes different market entry theories and the in-detail explained cultural differences between Russia and Finland. The main research method of the thesis is collecting information from different sources and conducting a survey. The majority of the sources have been found online. However, the author has also used printed music magazines as a source.

The main results of the thesis are a well defined idea of the Russian market, analyzed results from the survey and the creation of two market entry strategies. The main recommendations for the company can be summarized as: It is important to push hard in the beginning of the entry to create a good brand image with the help of the advertisements, distributors, and to establish reliable sales.