Market penetration of a Finnish start-up operating as an online marketplace for freelancers
Viktorov, Donat (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120125510
https://urn.fi/URN:NBN:fi:amk-2020120125510
Tiivistelmä
The evolution of technology has led to digitalization of the world, which contributed to the creation of new modern forms of employment. Today, self-employment has become more popular than ever before. There are online markets and mobile applications that facilitate the possibility of working as an independent employee e.g. freelancer.
The commissionaire of this thesis is a start-up company that provides a digital platform which operates as an online marketplace for self-employed community. Their objective is to enter the market of Finland and gain popularity and reputation amongst the target group consisting of freelancers, students and entrepreneurs. Therefore, the main research question of this thesis was how to successfully penetrate the market of Finland in the field of self-employment to secure a solid market share? Author used various books, articles and online sources as well as quantitative and qualitative research methods for data collection.
The findings indicate that this market has a great potential for growth. Results of the survey that targeted business students showed, that majority of respondents would consider freelancing, providing they got more information on the topic. The market analysis indicates that currently there is no major competition amongst companies that provide similar services for freelancers as the commissionaire. Freelancing is said to be the fastest growing form of employment in Finland which is why it is a good time to penetrate that market.
The recommendation regarding the marketing strategy for the commissionaire is price adjustment and augmented promotion using the repetition advertisement technique through social media channels. Different events related to Finnish universities such as fairs have a great potential for marketing opportunities since it creates extra exposure to advertisement which influences more potential end-users, increases brand awareness and builds good reputation for the company. Suggested social media channels to use in order to reach the potential target group based on the research are Facebook, Instagram, YouTube and Google.
The commissionaire of this thesis is a start-up company that provides a digital platform which operates as an online marketplace for self-employed community. Their objective is to enter the market of Finland and gain popularity and reputation amongst the target group consisting of freelancers, students and entrepreneurs. Therefore, the main research question of this thesis was how to successfully penetrate the market of Finland in the field of self-employment to secure a solid market share? Author used various books, articles and online sources as well as quantitative and qualitative research methods for data collection.
The findings indicate that this market has a great potential for growth. Results of the survey that targeted business students showed, that majority of respondents would consider freelancing, providing they got more information on the topic. The market analysis indicates that currently there is no major competition amongst companies that provide similar services for freelancers as the commissionaire. Freelancing is said to be the fastest growing form of employment in Finland which is why it is a good time to penetrate that market.
The recommendation regarding the marketing strategy for the commissionaire is price adjustment and augmented promotion using the repetition advertisement technique through social media channels. Different events related to Finnish universities such as fairs have a great potential for marketing opportunities since it creates extra exposure to advertisement which influences more potential end-users, increases brand awareness and builds good reputation for the company. Suggested social media channels to use in order to reach the potential target group based on the research are Facebook, Instagram, YouTube and Google.