MARKET INVESTIGATION FOR A PRINTING HOUSE. Case: St Michel Print Oy
Seliverstova, Ekaterina (2017)
Kaakkois-Suomen ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017062313948
https://urn.fi/URN:NBN:fi:amk-2017062313948
Tiivistelmä
Market intelligence is the must-have skill for all organizations in the 21st century. This is the key to success in every sphere of business. The purpose of this study was to investigate the topic of market intelligence and market intelligence strategies for companies as well as cover foreign market entry modes. The main research problem was to identify whether the proposition of thin paper printing for pharmaceutical companies would be relevant on the market of St Petersburg. The objectives of the study were to evaluate the readiness of Russian market to work with a foreign supplier and determine the most appropriate market entry strategy for the case company.
The research was mainly focused on the investigation among pharmaceutical organizations in St Petersburg and finding out potential customers for the case company. Secondary data was focused on market intelligence and market entry, and information on those topics was found using various sources such as internet, books, previous researches and surveys. Primary data was collected by using qualitative data collection methods.
Qualitative methods include four interviews with sales managers and manufacturing staff members of pharmaceutical organizations in St Petersburg. Additionally, the interview with the CEO of the printing house was held. The data that was received from the interviews was carefully analyzed and relevant conclusions were drawn.
Results and conclusions were made in the end of the study. Conclusions were based on the careful analysis of the secondary and primary data. As a result, the most appropriate market entry strategy was identified and justified. The interviews with pharmaceutical organizations revealed the reasons of them being unwilling to collaborate with foreign supplier. The interview with the printing house revealed interesting and useful information concerning printing processes, which can be used by the case company. Additionally, suggestions for the case company, such as opening the representative office in St Petersburg and participating in the exhibitions for printing houses in St Petersburg were discussed in the end of the thesis.
The research was mainly focused on the investigation among pharmaceutical organizations in St Petersburg and finding out potential customers for the case company. Secondary data was focused on market intelligence and market entry, and information on those topics was found using various sources such as internet, books, previous researches and surveys. Primary data was collected by using qualitative data collection methods.
Qualitative methods include four interviews with sales managers and manufacturing staff members of pharmaceutical organizations in St Petersburg. Additionally, the interview with the CEO of the printing house was held. The data that was received from the interviews was carefully analyzed and relevant conclusions were drawn.
Results and conclusions were made in the end of the study. Conclusions were based on the careful analysis of the secondary and primary data. As a result, the most appropriate market entry strategy was identified and justified. The interviews with pharmaceutical organizations revealed the reasons of them being unwilling to collaborate with foreign supplier. The interview with the printing house revealed interesting and useful information concerning printing processes, which can be used by the case company. Additionally, suggestions for the case company, such as opening the representative office in St Petersburg and participating in the exhibitions for printing houses in St Petersburg were discussed in the end of the thesis.