MARKET ENTRY PLAN Case: Vepe Oy
Karpilovich, Nikolay (2019)
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019102620257
https://urn.fi/URN:NBN:fi:amk-2019102620257
Tiivistelmä
Ice hockey is a really popular sport in Russia, it is even considered to be an official national sport. The growning interest in ice hockey steadily grows, meaning that the Russian ice hockey market is growing as well. This created an idea for the case company, Vepe Oy, to enter the Russian market with its ice hockey dasher boards.
The main objective of the study was to advise Vepe Oy on how it should enter the Russian ice hockey dasher board market. A research on the Russian hockey market was conducted in order to develop a suitable market entry strategy for Vepe Oy.
This study includes qualitative research. The data was collected from primary sources, including interviews and the author’s personal knowledge gained while working in the case company, and from secondary sources, as books, articles and internet-based sources.
The research started with theory on possible market entry modes, followed by the analysis of the case company, including product analysis, SWOT-analysis and current situation analysis. After this, the author analyzed the target market by using PEST analysis, Porter’s Five Forces analysis and competition analysis.
The research results indicated that the best way to enter the target market is by combining two entry modes: direct exporting and official sales representatives. By using such approach, the case company should be able to gain a market share in the Russian hockey dasher board market.
The main objective of the study was to advise Vepe Oy on how it should enter the Russian ice hockey dasher board market. A research on the Russian hockey market was conducted in order to develop a suitable market entry strategy for Vepe Oy.
This study includes qualitative research. The data was collected from primary sources, including interviews and the author’s personal knowledge gained while working in the case company, and from secondary sources, as books, articles and internet-based sources.
The research started with theory on possible market entry modes, followed by the analysis of the case company, including product analysis, SWOT-analysis and current situation analysis. After this, the author analyzed the target market by using PEST analysis, Porter’s Five Forces analysis and competition analysis.
The research results indicated that the best way to enter the target market is by combining two entry modes: direct exporting and official sales representatives. By using such approach, the case company should be able to gain a market share in the Russian hockey dasher board market.