Exploration and Analysis of Market Growth Opportunities in the Tractor Municipality Segment in Germany : Case Company
Korhonen, Jenni (2014)
Lapin ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404184493
https://urn.fi/URN:NBN:fi:amk-201404184493
Tiivistelmä
The main objective of the thesis is to identify market growth opportunities and the structure of the competitive environment, as well as the characteristics of the competitive environment for the Case Company´s products in the municipality segment in Germany. The achievement of this main objective is supported by the analysis of the current market position of the Case Company in the segment. The Case Company is an international tractor manufacturer having a relatively low market share in the focus market Germany.
The research is based on a qualitative single case study. The theoretical framework was created by theories on market analysis and growth strategies as well as by relevant articles, books and studies. Furthermore, the empirical data was collected through semi-structured interviews as well as the author’s own observations. The results of the analyses include evaluations on the external and internal environment of the Case Company. The development plan is formulated by exploring the most suitable opportunities generated.
The results of this study indicate that the Case Company has currently a solid market position. According to the thesis findings, the approaches that best suit the Case Company’s strengths, objectives and strategy are relating to the specialization to meet the segment requirements and further development of the current product portfolio.
A further study should include analyses of financial information of the Case Company and the current competitors. Chapters 2,5,6,7 and 8 are not published in their full length in the Library version because the information in them is classified as confidential. Chapters 2,5,6,7 and 8 are attached in the Appendices in their full length. The Appendices are not published. The References section is not published in its full length in the Library version. The interview questions and the detailed notes of the interviews are published only in the full version of the thesis.
The research is based on a qualitative single case study. The theoretical framework was created by theories on market analysis and growth strategies as well as by relevant articles, books and studies. Furthermore, the empirical data was collected through semi-structured interviews as well as the author’s own observations. The results of the analyses include evaluations on the external and internal environment of the Case Company. The development plan is formulated by exploring the most suitable opportunities generated.
The results of this study indicate that the Case Company has currently a solid market position. According to the thesis findings, the approaches that best suit the Case Company’s strengths, objectives and strategy are relating to the specialization to meet the segment requirements and further development of the current product portfolio.
A further study should include analyses of financial information of the Case Company and the current competitors. Chapters 2,5,6,7 and 8 are not published in their full length in the Library version because the information in them is classified as confidential. Chapters 2,5,6,7 and 8 are attached in the Appendices in their full length. The Appendices are not published. The References section is not published in its full length in the Library version. The interview questions and the detailed notes of the interviews are published only in the full version of the thesis.