Detergent market research & market entry plan for Haarla Oy
Mäkinen, Tuomas (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202103022822
https://urn.fi/URN:NBN:fi:amk-202103022822
Tiivistelmä
This thesis was commissioned by Haarla Oy. The company has been in the chemistry business for decades, providing customers with raw materials, mostly in Finland and Europe. They have not had segmented detergent side for their chemistry operations, and now they wanted to differentiate the segment. The objective was to research the detergent industry market in Finland and make a market entry plan for Haarla.
The author works for Haarla himself, being the person hired to expand the chemical side. He has familiarized himself with Haarla’s operations and
customers by working for the company. The author has idea of the market’s trends, values, and perceptions.
Based on the research, it was found that the Finnish detergent manufacturing industry is competitive but standing on strong foundations.
The findings suggest that Haarla has capacity to enter the desired detergent manufacturing supplier market. By utilizing their strong economic situation, Haarla can expand to desired detergent market. To maximize their potential,
Haarla must work toward achieving representations and focusing their efforts where needed as they advance.
The author works for Haarla himself, being the person hired to expand the chemical side. He has familiarized himself with Haarla’s operations and
customers by working for the company. The author has idea of the market’s trends, values, and perceptions.
Based on the research, it was found that the Finnish detergent manufacturing industry is competitive but standing on strong foundations.
The findings suggest that Haarla has capacity to enter the desired detergent manufacturing supplier market. By utilizing their strong economic situation, Haarla can expand to desired detergent market. To maximize their potential,
Haarla must work toward achieving representations and focusing their efforts where needed as they advance.