Entering the German Market - Case Study Barisma Oy
Klehm, Janine (2011)
Klehm, Janine
Hämeen ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011082212638
https://urn.fi/URN:NBN:fi:amk-2011082212638
Tiivistelmä
Social networks are developing rapidly in today’s online world. Websites such as Facebook or Twitter gain users daily. But not only private users discover the convenience of such websites, also businesses discover the opportunities online networks offer, making special niche segments a requirement to navigate through the overcrowded world of online networking.
This thesis takes a look at the opportunities for one such niche business outside its home market Finland.
The commissioner of this thesis is Barisma Oy, a newly established Finnish internet based business with headquarters in Lahti, Finland. The company combines social networking with search functions, serving the needs of “Going Out businesses” such as bars, cafes and related businesses and their customers, workers and owners.
The objectives of this study were to get familiar with the concept of market entry (1), to analyze buying behaviour (2), to explore the idea of social media and social networking (3), to analyze the German market as a target market (4), to introduce the most suitable market entry plan for Barisma Oy (5), and to recommend the next steps in the implementation process (6).
Concepts such as market entry, buying behavior and social networking create the theoretical framework of this thesis.
Besides gathering information from secondary sources such as books, theses, online articles and websites through desk research, primary data was gathered through surveys and interviews.
This paper resulted in a survey of the German market and a strategic implementation plan for Barisma to enter the German market.
This thesis takes a look at the opportunities for one such niche business outside its home market Finland.
The commissioner of this thesis is Barisma Oy, a newly established Finnish internet based business with headquarters in Lahti, Finland. The company combines social networking with search functions, serving the needs of “Going Out businesses” such as bars, cafes and related businesses and their customers, workers and owners.
The objectives of this study were to get familiar with the concept of market entry (1), to analyze buying behaviour (2), to explore the idea of social media and social networking (3), to analyze the German market as a target market (4), to introduce the most suitable market entry plan for Barisma Oy (5), and to recommend the next steps in the implementation process (6).
Concepts such as market entry, buying behavior and social networking create the theoretical framework of this thesis.
Besides gathering information from secondary sources such as books, theses, online articles and websites through desk research, primary data was gathered through surveys and interviews.
This paper resulted in a survey of the German market and a strategic implementation plan for Barisma to enter the German market.