Future expansion of bTaskee Limited Company's on-demand household service in Malaysia
Tran, Nhung (2020)
Tran, Nhung
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060216089
https://urn.fi/URN:NBN:fi:amk-2020060216089
Tiivistelmä
The thesis study was carried out as part of the case company’s internationalization strategy with the aim to produce a market entry strategy for bTaskee who would like to expand the on-demand home cleaning services in Malaysia. The case company is a Vietnamese start-up that provides on-demand home cleaning services through an Uber-like application. Currently, bTaskee has been in the growth phase, expanding its services and user base not only in Vietnam but also in the Southeast Asian countries.
The primary methodology of this thesis was qualitative and secondary research. The data were collected from various sources, including online websites, coursebooks, e-articles as well as qualitative interviews with 52 customers, 11 taskers, and five managers of the company. The theoretical section reveals several key concepts that are used to guide the research, namely PESTEL analysis, SWOT analysis, competitor analysis, customer research, market entry strategies and factors influencing the choice of market entry modes. Additionally, the empirical part consists of three stages, such as 1/ Conducting market research, 2/ Choosing the most appropriate market entry modes, and 3/ Establishing a pilot marketing plan.
It is found out that a joint venture is the first option as the international market entry mode. In the event that the company cannot manage to find a local partner that fit bTaskee’s business model, the wholly-owned direct investment is the second option. In other words, bTaskee will hold 100% foreign-owned business in the Malaysian market. There are proposals for promoting bTaskee to Malaysian users and local maids in an innovative and effective way.
Considerably more work will need to be done to determine consumer behaviour among Malaysian customers and cleaners, particularly to identify their pain points as well as needs/wants/expectations towards the home cleaning service. The last part of this research presents two samples of quantitative surveys to be further conducted in accordance with the commissioner’s wish.
The primary methodology of this thesis was qualitative and secondary research. The data were collected from various sources, including online websites, coursebooks, e-articles as well as qualitative interviews with 52 customers, 11 taskers, and five managers of the company. The theoretical section reveals several key concepts that are used to guide the research, namely PESTEL analysis, SWOT analysis, competitor analysis, customer research, market entry strategies and factors influencing the choice of market entry modes. Additionally, the empirical part consists of three stages, such as 1/ Conducting market research, 2/ Choosing the most appropriate market entry modes, and 3/ Establishing a pilot marketing plan.
It is found out that a joint venture is the first option as the international market entry mode. In the event that the company cannot manage to find a local partner that fit bTaskee’s business model, the wholly-owned direct investment is the second option. In other words, bTaskee will hold 100% foreign-owned business in the Malaysian market. There are proposals for promoting bTaskee to Malaysian users and local maids in an innovative and effective way.
Considerably more work will need to be done to determine consumer behaviour among Malaysian customers and cleaners, particularly to identify their pain points as well as needs/wants/expectations towards the home cleaning service. The last part of this research presents two samples of quantitative surveys to be further conducted in accordance with the commissioner’s wish.