Market Research of Nordic Furniture Design Market in Japan. Case Study Lundia Oy
Hyytinen, Suvi (2021)
Hyytinen, Suvi
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021111820619
https://urn.fi/URN:NBN:fi:amk-2021111820619
Tiivistelmä
Nordic furniture design has been a trend in Japan during recent years. There are several similarities in the design styles of the Nordics and Japan.
The aim of this research-oriented bachelor’s thesis was to examine the market of Nordic furniture design in Japan. The thesis gave recommendations for the case company Lundia Oy on what to consider when expanding to the market. Special focus of this thesis was on Finnish companies and Finland in Japan.
This thesis is divided into two sections: theory framework and empirical research. The theoretical framework of this thesis covers theories related to brand image, country-of-origin branding and and pricing strategies. PESTEL analysis is used as a tool to examine the Japanese market. The furniture design market and trends in the market are discussed based on secondary sources.
The empirical research was divided into two phases. In phase one, data was collected from written sources, reliable online sources, and statistics. Competitor analysis was part of the phase one research. In phase two, interviews were conducted. In total, five interviews were conducted with consultants working with Finland-Japan relations and in the design industry. The sample was chosen with non-probability sampling method. Qualitative content and thematic qualitative analysis methods were used in analysing the data.
The key findings from this research conclude that there is demand for Nordic furniture brands, including the case company, in Japan. There are several Nordic companies in the market, but Danish companies are the most well known. Partner companies are used in managing the business operations in Japan. Small sized, minimalistic furniture items are preferred by the Japanese consumers. Cost-based pricing strategies are commonly used. The most influential trends that can affect the demand are the increased time spent at home, and sustainability.
For the case company Lundia Oy, the author recommends utilising the image of Finland and nature in their branding. Finland is currently one of the most popular and trendy countries in Japan. Lundia Oy should choose a partner company, which is alligned with Lundia’s brand image. Furthermore, the author recommends highlighting sustainability in marketing, and tailoring product and service selection to fit to the Japanese preferences.
The aim of this research-oriented bachelor’s thesis was to examine the market of Nordic furniture design in Japan. The thesis gave recommendations for the case company Lundia Oy on what to consider when expanding to the market. Special focus of this thesis was on Finnish companies and Finland in Japan.
This thesis is divided into two sections: theory framework and empirical research. The theoretical framework of this thesis covers theories related to brand image, country-of-origin branding and and pricing strategies. PESTEL analysis is used as a tool to examine the Japanese market. The furniture design market and trends in the market are discussed based on secondary sources.
The empirical research was divided into two phases. In phase one, data was collected from written sources, reliable online sources, and statistics. Competitor analysis was part of the phase one research. In phase two, interviews were conducted. In total, five interviews were conducted with consultants working with Finland-Japan relations and in the design industry. The sample was chosen with non-probability sampling method. Qualitative content and thematic qualitative analysis methods were used in analysing the data.
The key findings from this research conclude that there is demand for Nordic furniture brands, including the case company, in Japan. There are several Nordic companies in the market, but Danish companies are the most well known. Partner companies are used in managing the business operations in Japan. Small sized, minimalistic furniture items are preferred by the Japanese consumers. Cost-based pricing strategies are commonly used. The most influential trends that can affect the demand are the increased time spent at home, and sustainability.
For the case company Lundia Oy, the author recommends utilising the image of Finland and nature in their branding. Finland is currently one of the most popular and trendy countries in Japan. Lundia Oy should choose a partner company, which is alligned with Lundia’s brand image. Furthermore, the author recommends highlighting sustainability in marketing, and tailoring product and service selection to fit to the Japanese preferences.