Market Development of Dynaset Oy in China
Shi, Zili (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020061819095
https://urn.fi/URN:NBN:fi:amk-2020061819095
Tiivistelmä
Dynaset Oy is an Ylöjärvi based Finnish company specialized in technology that transfers hydraulic power into other forms of energy. In 2018, about 90% of the production was exported to countries outside of Finland, and 40% was exported to areas outside the EU. Since the direct investment to China was made in 2006, the Chinese market has been profitable but still taking a very small portion of the global sales.
The purpose of this thesis was to research and analyze the Dynaset’s business situation in China and propose possible developments which could in-crease sales and marketing results in China. Answers to three problems regarding selection on local partners, effective marketing approaches and pricing strategy are the goals of this research.
Introduction part explained the basis of Dynaset products and applications which are both essential for understanding Dynaset’s business. Two research questions were introduced regarding marketing approaches and cooperation partners.
A review of past business performance of Dynaset in China was conducted in order to clearly address the problems which Dynaset was facing during the years 2006-2019. This review also functioned as an internal source data collecting process. With a mix of Ansoff matrix and SWOT analysis method as the foundation of the theoretical framework, this research focus on analyzing challenges, risks and opportunities. In the market analysis section, content analysis and narrative analysis methods were used on collected data, which includes two short case studies of foreign background companies’ abnormal business strategies.
The final proposals suggested that when paying attention to partners’ quality during expanding dealer network, Dynaset should build a sustainable development program to help dealers to grow. In the marketing aspect, presenting in selected high-quality exhibitions and marketing on the suitable platforms for Chinese customers should be the key focus for future development.
The purpose of this thesis was to research and analyze the Dynaset’s business situation in China and propose possible developments which could in-crease sales and marketing results in China. Answers to three problems regarding selection on local partners, effective marketing approaches and pricing strategy are the goals of this research.
Introduction part explained the basis of Dynaset products and applications which are both essential for understanding Dynaset’s business. Two research questions were introduced regarding marketing approaches and cooperation partners.
A review of past business performance of Dynaset in China was conducted in order to clearly address the problems which Dynaset was facing during the years 2006-2019. This review also functioned as an internal source data collecting process. With a mix of Ansoff matrix and SWOT analysis method as the foundation of the theoretical framework, this research focus on analyzing challenges, risks and opportunities. In the market analysis section, content analysis and narrative analysis methods were used on collected data, which includes two short case studies of foreign background companies’ abnormal business strategies.
The final proposals suggested that when paying attention to partners’ quality during expanding dealer network, Dynaset should build a sustainable development program to help dealers to grow. In the marketing aspect, presenting in selected high-quality exhibitions and marketing on the suitable platforms for Chinese customers should be the key focus for future development.