Silk Plaster Group: Optimization of trading in Germany, Austria and Switzerland
Nechaieva, Daria (2017)
Savonia-ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705178675
https://urn.fi/URN:NBN:fi:amk-201705178675
Tiivistelmä
The objective of writing thesis was to give recommendations to Silk Plaster Group, producer of eco-friendly liquid wallpaper, on getting established on the market of the DACH region. The aim was to create an internationalization strategy and to combine both communicational and marketing instruments in it.
The research into business culture of the DACH region was conducted, as well as research into customer preferences and needs. Qualitative and quantitative research methods were applied to gather data on customers’ willingness to cooperate with Silk Plaster and problems faced by customers using liquid wallpaper. Customer communication and attraction strategies alongside with brand promotion and use of media were other important aspects of the research. The research is supported by theoretical information and data gathered from interviews with potential and existing customers of Silk Plaster and the top management of the company.
The research shows that Silk Plaster company has difficulties with internationalization and transition from a Russian company to a European one. Not only customer communication has to be adjusted according to local culture but also the product range, as customers’ needs vary from region to region. Prior to that, right positioning of the product plays a significant role in getting established on the market.
The recommendations would be positioning of Silk Plaster as a producer of an eco-friendly, made-in-Europe product as well as the use several methods to attract customers and focusing on maintaining trustful relationships with existing customers. It is also highly recommended to use various media channels to promote Silk Plaster on the DACH region, not only those of social media but also local industrial media. Taking part in B2B exhibitions would also be highly beneficial for the brand.
The research into business culture of the DACH region was conducted, as well as research into customer preferences and needs. Qualitative and quantitative research methods were applied to gather data on customers’ willingness to cooperate with Silk Plaster and problems faced by customers using liquid wallpaper. Customer communication and attraction strategies alongside with brand promotion and use of media were other important aspects of the research. The research is supported by theoretical information and data gathered from interviews with potential and existing customers of Silk Plaster and the top management of the company.
The research shows that Silk Plaster company has difficulties with internationalization and transition from a Russian company to a European one. Not only customer communication has to be adjusted according to local culture but also the product range, as customers’ needs vary from region to region. Prior to that, right positioning of the product plays a significant role in getting established on the market.
The recommendations would be positioning of Silk Plaster as a producer of an eco-friendly, made-in-Europe product as well as the use several methods to attract customers and focusing on maintaining trustful relationships with existing customers. It is also highly recommended to use various media channels to promote Silk Plaster on the DACH region, not only those of social media but also local industrial media. Taking part in B2B exhibitions would also be highly beneficial for the brand.