MARKET ANALYSIS AND ENTRY STRATEGY FOR RFL BICYCLES IN FINLAND

Abstract

The purpose of this thesis was to conduct a market research to explore a new market for RFL, a bicycle manufacturing company based in Bangladesh. The target market was Finnish bicycle market.

The theoretical background includes the theory of market analysis, market entry mode, and business-to-business buying behaviour. In the market analysis part, the characteristics of market has been explained. Market entry strategy part explains vari-ous market access mode into a foreign market. Business-to-business buying process and major influences on business buyer’s behavior have been discussed in business-to-business buying behaviour part.

Necessary secondary data was collected from books, online databases, and websites. Primary data was collected by interviewing the employees of prospective customers.

The research findings were analysed in the light of background theory to identify the market prospect and market entry strategy. A series of recommendations has been outlined to provide a guide to design a market entry strategy for the case company.

The case company can use the results and recommendations found in this report for commercial purposes.