Market analysis of the Finnish food market for food products from Schleswig-Holstein

Abstract

The purpose of this thesis was to study market research and the main elements of a market analysis to apply this knowledge to a market analysis of the Finnish food retail market for companies from Schleswig-Holstein. The client organization for this thesis was the Chamber of Commerce and Industry in Lübeck (IHK zu Lübeck).

The theoretical background covers the theory of market research and market analysis. In the first part is explained how a research is conducted. The second part defines what is covered in a market analysis. The conceptual framework illustrates the market analysis conducted in this thesis.

Data and background material for the market analysis was gathered from secondary data which was found in online databases, books, articles and was provided by industry experts who were interviewed for the purpose of this thesis. Primary data was gathered through interviews with Finpro, the Finnish Grocery Trade Association and the Finnish Food and Drink Industries’ Federation.

The market analysis examines the Finnish food and food retail market. This includes Finland as a target market, relations between Finland and Schleswig-Holstein, consumer behaviour, import, legal framework, retail, procurement and distribution. Furthermore, a small database was created for the client and its members. It contains companies and organizations which are active in the Finnish food market.

The results of this study can be used by the IHK zu Lübeck to support its members in entering the Finnish market or improving the existing export activities to Finland.