Finnish Easy Readers : value proposition and competitive advantage for a book publishing business
Dimulescu, Florin (2018)
Tampereen ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018111217039
https://urn.fi/URN:NBN:fi:amk-2018111217039
Tiivistelmä
The Finnish language is perceived as very different compared to the most popular lan-guage families worldwide, and only around six million people worldwide speak it. As a result, foreigners studying Finnish regard it as a difficult language. With a growing trend of foreigners settling in Finland, such as immigrants, students and professionals, there is an increasing demand to support their integration in the Finnish society both professionally and from a cultural perspective. Mastering the Finnish language at a satisfactory level is a prerequisite for the social integration process.
There are various methods and sources for materials, which support learning a foreign language. One of them, with a broader impact also on cultural integration are the so-called easy reader books. This thesis formulates the value proposition for Finnish Easy Readers publishing business, using the Value Proposition Canvas, and examines competition in its niche market using Porter's Five Forces Framework for Competition Analysis.
The analysis in this thesis is based on statistical and historical data, as well as on a survey conducted by the author. The findings are used to identify the key areas where publishing such books needs to concentrate its effort in order to succeed.
The author formulates the value proposition for Finnish Easy Readers as "Read Finnish books like a native" and identifies bargaining power of buyers, threat of new entrants and threat of substitutes as the main challenges with regard to competition. In order for the Finnish Easy Readers publishing business to build and maintain competitiveness in the market, the author proposes as key focus areas actions based on innovative distribution channels, pro-active product differentiation and collaboration with competing non-direct substitutes.
There are various methods and sources for materials, which support learning a foreign language. One of them, with a broader impact also on cultural integration are the so-called easy reader books. This thesis formulates the value proposition for Finnish Easy Readers publishing business, using the Value Proposition Canvas, and examines competition in its niche market using Porter's Five Forces Framework for Competition Analysis.
The analysis in this thesis is based on statistical and historical data, as well as on a survey conducted by the author. The findings are used to identify the key areas where publishing such books needs to concentrate its effort in order to succeed.
The author formulates the value proposition for Finnish Easy Readers as "Read Finnish books like a native" and identifies bargaining power of buyers, threat of new entrants and threat of substitutes as the main challenges with regard to competition. In order for the Finnish Easy Readers publishing business to build and maintain competitiveness in the market, the author proposes as key focus areas actions based on innovative distribution channels, pro-active product differentiation and collaboration with competing non-direct substitutes.