Nordic Lifestyle Products Strategic Entry to Greater China Region for Small and Medium Sized Companies : World of TRE as a case company
Wong, Sun Yue Sunny (2018)
Hämeen ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018111617279
https://urn.fi/URN:NBN:fi:amk-2018111617279
Tiivistelmä
This research aims at giving insights on formulating a strategy for Nordic lifestyle small-and-medium sized companies in the Greater China Region. The case company used for the thesis is World of TRE Oy, a small-and-medium sized Nordic lifestyle concept store with the main base at Helsinki, Finland.
This thesis analyses the industry competitive dynamics, Chinese worldview and the core nature of lifestyle products. Rather than adopting a narrowed quantitative approach, this research broadens the discussion from the discipline of cultural perspective and philosophy with in-depth interviews on potential customers and ethnographic observation on rivalries. Loss of subjectivity and the step up at Maslow’s Hierarchy of Needs illustrates the need for lifestyle products consumption. This thesis also addresses how Confucius, Taoism, and Marxism influence modern age Chinese ideologies; and hence, reflecting their specific interest in Nordic Interest.
The strategic planning progress adopts the Porter’s Five Forces Framework on the evaluation of competitive dynamics and channeling theories, weak ties theory and structural theories in the supply-chain establishment. The result indicates that Hong Kong SAR would be a desirable gateway for Nordic lifestyle business entry destination because of the ease in conducting international business citizens’ strong purchasing power. Nordic lifestyle small-and-medium sized companies should adopt Judo strategy at the beginning stage of an entrance to the Chinese market and build a long-term differentiating competitive advantage on customer relation in the Chinese market, focusing on consumer experience but not advertising promotion.
This thesis analyses the industry competitive dynamics, Chinese worldview and the core nature of lifestyle products. Rather than adopting a narrowed quantitative approach, this research broadens the discussion from the discipline of cultural perspective and philosophy with in-depth interviews on potential customers and ethnographic observation on rivalries. Loss of subjectivity and the step up at Maslow’s Hierarchy of Needs illustrates the need for lifestyle products consumption. This thesis also addresses how Confucius, Taoism, and Marxism influence modern age Chinese ideologies; and hence, reflecting their specific interest in Nordic Interest.
The strategic planning progress adopts the Porter’s Five Forces Framework on the evaluation of competitive dynamics and channeling theories, weak ties theory and structural theories in the supply-chain establishment. The result indicates that Hong Kong SAR would be a desirable gateway for Nordic lifestyle business entry destination because of the ease in conducting international business citizens’ strong purchasing power. Nordic lifestyle small-and-medium sized companies should adopt Judo strategy at the beginning stage of an entrance to the Chinese market and build a long-term differentiating competitive advantage on customer relation in the Chinese market, focusing on consumer experience but not advertising promotion.