Internationalization planning and analysis for software business. : MySenso Oy entering the Russian market.
Byankina, Ekaterina (2012)
Mikkelin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012120618601
https://urn.fi/URN:NBN:fi:amk-2012120618601
Tiivistelmä
The study is focused on estimating the potential of the Russian software market and forming recom-mendations about entry modes and marketing communications channels for MySenso Oy. MySenso Oy is a small-sized Finnish software company which develops SaaS products (software as a service) based on cloud computing technology. The company is already operating in several countries and Rus-sia is the next possible destination for the internationalization strategy of MySenso Oy.
The theoretical part explains internationalization as a process and also guides through the preliminary stages of internationalization strategy formulation, namely understanding motives for entering new markets and detailed analysis of the most important elements. The latter includes corporate analysis; analysis of global environment, target country and products; international customer and competitor analysis; as well as entry mode and marketing communications analysis.
The empirical part consists of the description of research design; results, received after analysing pri-mary and secondary data, which follow step-by-step the structure of the theoretical framework. The last chapter in the empirical part is conclusions, where I briefly answer the research questions from the introduction and also form recommendations for MySenso Oy based on the information from the pre-vious chapter. In addition, reliability and validity of the study were discussed together with topics for further research.
The thesis represents a solid base for the future internationalization strategy of MySenso Oy and it also identifies several problems, which were not highlighted before. The Russian market was discussed deeply paying attention to all the important issues. The research brings benefits for the company and for myself as the researcher, as I developed personal skills and got profound knowledge in the topic.
The theoretical part explains internationalization as a process and also guides through the preliminary stages of internationalization strategy formulation, namely understanding motives for entering new markets and detailed analysis of the most important elements. The latter includes corporate analysis; analysis of global environment, target country and products; international customer and competitor analysis; as well as entry mode and marketing communications analysis.
The empirical part consists of the description of research design; results, received after analysing pri-mary and secondary data, which follow step-by-step the structure of the theoretical framework. The last chapter in the empirical part is conclusions, where I briefly answer the research questions from the introduction and also form recommendations for MySenso Oy based on the information from the pre-vious chapter. In addition, reliability and validity of the study were discussed together with topics for further research.
The thesis represents a solid base for the future internationalization strategy of MySenso Oy and it also identifies several problems, which were not highlighted before. The Russian market was discussed deeply paying attention to all the important issues. The research brings benefits for the company and for myself as the researcher, as I developed personal skills and got profound knowledge in the topic.