Bangladeshi Market as a Potential Target Market. Case- Lahti University of Applied Sciences Ltd
Rana, Md. Ali Hossain (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019053013537
https://urn.fi/URN:NBN:fi:amk-2019053013537
Tiivistelmä
Expanding business into new territory is one of the best strategies of business expanding
strategies. Higher education has become a service and students are treated
as a customer of the service. Nowadays, Finland is identified as a popular study destination
for international students. Finnish institutions are offering different international
degree programmes for international students. The aim of the thesis is to help the
case company Lahti UAS Ltd to find potential students from Bangladeshi students.
There were three theoretical chapters. First theory chapter explained about segmentation,
targeting, positioning, and differentiation of customer. The next chapter described
the student as a customer, the marketing funnel of potential customers, and
consumer decision process. Finally, the third chapter discussed the considerable factors
of potential Bangladeshi students.
This thesis was written by using the deductive reasoning approach and the qualitative
research method. Moreover, primary and secondary sources were used for data collection
of this thesis. The primary data was collected by interviews. The interviews received
from Bangladeshi students. Secondary data gathered from reliable online
sources, articles, and literature related to the topic.
The empirical research findings displayed that potential Bangladeshi students begin
their decision journey for higher study after completing the higher secondary study.
Bangladeshi students consider both push factors and pull factors for choosing a bachelor’s
degree programme aboard. Moreover, Bangladeshi students mostly I get information
about study in Finland via Google, social media as well as they are influenced
by friends and relatives. According to the findings, recommendations are provided to
the case company.
strategies. Higher education has become a service and students are treated
as a customer of the service. Nowadays, Finland is identified as a popular study destination
for international students. Finnish institutions are offering different international
degree programmes for international students. The aim of the thesis is to help the
case company Lahti UAS Ltd to find potential students from Bangladeshi students.
There were three theoretical chapters. First theory chapter explained about segmentation,
targeting, positioning, and differentiation of customer. The next chapter described
the student as a customer, the marketing funnel of potential customers, and
consumer decision process. Finally, the third chapter discussed the considerable factors
of potential Bangladeshi students.
This thesis was written by using the deductive reasoning approach and the qualitative
research method. Moreover, primary and secondary sources were used for data collection
of this thesis. The primary data was collected by interviews. The interviews received
from Bangladeshi students. Secondary data gathered from reliable online
sources, articles, and literature related to the topic.
The empirical research findings displayed that potential Bangladeshi students begin
their decision journey for higher study after completing the higher secondary study.
Bangladeshi students consider both push factors and pull factors for choosing a bachelor’s
degree programme aboard. Moreover, Bangladeshi students mostly I get information
about study in Finland via Google, social media as well as they are influenced
by friends and relatives. According to the findings, recommendations are provided to
the case company.