How a small fashion brand survives in the Chinese market? : business development plan for Minna Parikka Shoes Ltd
Tao, Yi (2014)
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201404204504
http://urn.fi/URN:NBN:fi:amk-201404204504
Tiivistelmä
The Chinese market has been given favorable receptions by most countries around the world for years due to its huge potential and rapid growth. Affected by the mega trends, more and more foreign companies have entered into the Chinese market, additionally some of them are still taking an important role in this market. However, not all the international players have good fortunes to thrive in the utterly complex and highly competitive environment.
Therefore, this thesis is going to assist a Finnish fashion design company, Minna Parikka Shoes Ltd, to develop the business in the Chinese market where it just entered a short time ago. For this purpose, a full external analysis of Chinese fashion market, internal analysis of Minna Parikka Shoes Ltd, and marketing strategies are going to be comprehensively studied.
The author of this thesis utilizes deductive approach corresponding with qualitative methods. Basically, the thesis consists of two parts: theoretical part and empirical part. In the theoretical part, data is obtained from various sources for instance: books, journals, documentations while the empirical part is based on interviews and meetings.
Generally speaking, the current situation of the Chinese market is good for the business of the case company to develop. Moreover, strong investments in communication in public relation and promotion in the Chinese market are needed. Ideal e-commerce venues are provided for the case company at the same time.
At last, it is concluded that Minna Parikka, the Finnish fashion design brand, has a certain potential to grow in the Chinese market. Variable marketing strategies should be applied corresponding with strategic tools, which are necessary to expand the market and brand named awareness in China. Additionally, a comprehensive business development plan and personal recommendations are given in the end as well.
Therefore, this thesis is going to assist a Finnish fashion design company, Minna Parikka Shoes Ltd, to develop the business in the Chinese market where it just entered a short time ago. For this purpose, a full external analysis of Chinese fashion market, internal analysis of Minna Parikka Shoes Ltd, and marketing strategies are going to be comprehensively studied.
The author of this thesis utilizes deductive approach corresponding with qualitative methods. Basically, the thesis consists of two parts: theoretical part and empirical part. In the theoretical part, data is obtained from various sources for instance: books, journals, documentations while the empirical part is based on interviews and meetings.
Generally speaking, the current situation of the Chinese market is good for the business of the case company to develop. Moreover, strong investments in communication in public relation and promotion in the Chinese market are needed. Ideal e-commerce venues are provided for the case company at the same time.
At last, it is concluded that Minna Parikka, the Finnish fashion design brand, has a certain potential to grow in the Chinese market. Variable marketing strategies should be applied corresponding with strategic tools, which are necessary to expand the market and brand named awareness in China. Additionally, a comprehensive business development plan and personal recommendations are given in the end as well.