Defining the sales and distribution channels for Finnish design product entering United States markets : case: Kinos Design concepts
Nurmivuori, Teemu (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005128675
https://urn.fi/URN:NBN:fi:amk-202005128675
Tiivistelmä
Kinos Design Concepts is a small company and working on market entry for a Finnish contemporary light, Double Bubble (Tupla Kupla in Finnish). The product is designed by Eero Aarnio, a well-known Finnish contemporary designer. Commissioner and contact person for this thesis is JP Kinos (CEO) who has a lot of experience in Finnish – North American business including 12 years in the United States. The project collaborates with the sole manufacturer of the lamp, Melaja Oy.
The main objectives and purpose of this thesis were to provide help in this project in defining the right distribution and sales channels for the product. Decisions on distribution and sales channels are vital for the product especially when entering a new market to ensure the correct brand image for the product and avoiding expensive mistakes.
The main questions of this research were “What are the potential channels and collaborators in the United States for the Double Bubble?” and “Which are the most influencing channels for the Double Bubble?”
The research was conducted as a case study, a qualitative research method. Both primary and secondary data was collected. The Primary data was collected to gain a better and deeper understanding of which channels suit the best for the product in this study and the secondary data was collected to gain a better understanding of the sales and distribution channels. The primary data was obtained in verbal form through a semi-structured thematic interview. Interviews were held with five people who were chosen based on their experience and understanding of the United States market area and at least basic knowledge of business and management. Secondary data was obtained through searching existing researches, literature, articles, and journals on the topic. The data were analyzed as a thematic analysis.
The results of this study indicate that Double Bubble would benefit from the use of multi-channel strategy and selective distribution through intermediaries paired with the use of social media marketing as support.
The main objectives and purpose of this thesis were to provide help in this project in defining the right distribution and sales channels for the product. Decisions on distribution and sales channels are vital for the product especially when entering a new market to ensure the correct brand image for the product and avoiding expensive mistakes.
The main questions of this research were “What are the potential channels and collaborators in the United States for the Double Bubble?” and “Which are the most influencing channels for the Double Bubble?”
The research was conducted as a case study, a qualitative research method. Both primary and secondary data was collected. The Primary data was collected to gain a better and deeper understanding of which channels suit the best for the product in this study and the secondary data was collected to gain a better understanding of the sales and distribution channels. The primary data was obtained in verbal form through a semi-structured thematic interview. Interviews were held with five people who were chosen based on their experience and understanding of the United States market area and at least basic knowledge of business and management. Secondary data was obtained through searching existing researches, literature, articles, and journals on the topic. The data were analyzed as a thematic analysis.
The results of this study indicate that Double Bubble would benefit from the use of multi-channel strategy and selective distribution through intermediaries paired with the use of social media marketing as support.