Entering the Finnish food market : case: authentic Korean barbeque concept
Laitala, Catina; Maunola, Marjo (2021)
Laitala, Catina
Maunola, Marjo
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120323535
https://urn.fi/URN:NBN:fi:amk-2021120323535
Tiivistelmä
The trend of Korean culture is caused by the new music and cuisine. Due to the trendiness of Korean culture around the globe. Authentic Korean barbecue can be found in many countries. Yet it has not reached the Finnish food market. Therefore, the authors researched if Finland, Helsinki would be a potential market area for authentic Korean barbecue.
The research methods used in this thesis were quantitative and qualitative. The empirical research was carried out with a help of several printed and electronic sources. The primary data was collected from the survey, that was formed for the needs of this thesis.
Korean food culture and the concept were introduced at the beginning of this thesis. The potential of the internalization of the concept was analyzed more deeply with macro-level, industry, and data analysis. Based on the results of the different analyses a concept analysis was conducted by using the SWOT tool.
The results of this study show that Finland is a potential market to enter for authentic Korean barbecue in spite of existing Korean restaurants. Even though there is no authentic Korean barbecue restaurant in Helsinki, the results of our survey showed that Finns have an interest in the concept. The opportunities for the future and expanding the concept would need broader research.
The research methods used in this thesis were quantitative and qualitative. The empirical research was carried out with a help of several printed and electronic sources. The primary data was collected from the survey, that was formed for the needs of this thesis.
Korean food culture and the concept were introduced at the beginning of this thesis. The potential of the internalization of the concept was analyzed more deeply with macro-level, industry, and data analysis. Based on the results of the different analyses a concept analysis was conducted by using the SWOT tool.
The results of this study show that Finland is a potential market to enter for authentic Korean barbecue in spite of existing Korean restaurants. Even though there is no authentic Korean barbecue restaurant in Helsinki, the results of our survey showed that Finns have an interest in the concept. The opportunities for the future and expanding the concept would need broader research.