Landscaping market in St.-Petersburg area : Export marketing research
Pyulze, Aarne (2013)
Pyulze, Aarne
Mikkelin ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305138031
https://urn.fi/URN:NBN:fi:amk-201305138031
Tiivistelmä
The export marketing approach typically used by firms to undergo strategic decisions to enter target markets is a complex process involving a sophisticated market research. Firms have to consider many factors before intervening foreign markets with the pursuit to export desirable goods and services. The market researcher is responsible for providing the client company with an understanding of what and how has to be done to succeed on a new market.
The aim of this study was to identify the key elements of the St.-Petersburg market area with regard to landscaping companies, analyze potential exporting opportunities for the client company on this market, and to develop a proposal about how the market should be approached. This knowledge incorporates the main features of the market as well the key factors essential for the client company to succeed on the chosen market.
The theoretical part of the research covers the theory associated with the methods of conduct for an export marketing research, export and international marketing strategies, and market positioning. A qualitative research method based on 4 in-depth interviews conducted with business executives from the two given target markets was used in this study, complemented by a quantitative research method based on a comparative analysis of 37 sample companies derived from the target exporting market. The purpose of this study was to provide a Finnish company Nasto Polar Ltd with a general understanding of the chosen market in St.-Petersburg area in Russia.
The results of the research and its findings provide the company with a basis for the export planning process, and present the developed and justified reasons for strategic decisions, explain the best initiatives on how to enter and operate on the market, as well as what should be expected from the market.
The aim of this study was to identify the key elements of the St.-Petersburg market area with regard to landscaping companies, analyze potential exporting opportunities for the client company on this market, and to develop a proposal about how the market should be approached. This knowledge incorporates the main features of the market as well the key factors essential for the client company to succeed on the chosen market.
The theoretical part of the research covers the theory associated with the methods of conduct for an export marketing research, export and international marketing strategies, and market positioning. A qualitative research method based on 4 in-depth interviews conducted with business executives from the two given target markets was used in this study, complemented by a quantitative research method based on a comparative analysis of 37 sample companies derived from the target exporting market. The purpose of this study was to provide a Finnish company Nasto Polar Ltd with a general understanding of the chosen market in St.-Petersburg area in Russia.
The results of the research and its findings provide the company with a basis for the export planning process, and present the developed and justified reasons for strategic decisions, explain the best initiatives on how to enter and operate on the market, as well as what should be expected from the market.