A Marketing Plan for Agribothnia Finland Oy
He, Zixin (2018)
Vaasan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018053011062
https://urn.fi/URN:NBN:fi:amk-2018053011062
Tiivistelmä
Agribothnia Finland Oy is a grain export company, which has sales experience in Europe. Now the company wishes to enter the Asian market, and China is determined as the first target. The company hasn’t done any market research about China, but China is much different from the European countries. The thesis aimed at examining the company background and situation, finding theory support, analyzing Chinese market factors, and forming a useful marketing plan.
The company hopes to find a Chinese factory to cooperate with, develop channels, and establish online sales platforms. The basic and practical theories to support the analysis were marketing mix, SWOT analysis, and Porter’s 5 forces analysis. The main research problems were B2B marketing, B2C marketing, and online marketing and branding.
A questionnaire was used to analyze the research questions of marketing, but the segmentation was still difficult to determine, therefore interviews were made to support the target customer, target district, and factory location. The outcome was a brief marketing plan which summarized the results of the analysis and offered some suggestions. More and deeper market research is needed to support the business in the future.
The company hopes to find a Chinese factory to cooperate with, develop channels, and establish online sales platforms. The basic and practical theories to support the analysis were marketing mix, SWOT analysis, and Porter’s 5 forces analysis. The main research problems were B2B marketing, B2C marketing, and online marketing and branding.
A questionnaire was used to analyze the research questions of marketing, but the segmentation was still difficult to determine, therefore interviews were made to support the target customer, target district, and factory location. The outcome was a brief marketing plan which summarized the results of the analysis and offered some suggestions. More and deeper market research is needed to support the business in the future.