Guideline to Understand Viennese Market for Internationalizing Organic Mexican Coffee
Derbez Souza, Vianett (2022)
Derbez Souza, Vianett
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060415341
https://urn.fi/URN:NBN:fi:amk-2022060415341
Tiivistelmä
The following thesis is a project-based research thesis for the BBA Programe in International Business in the major specialization of Marketing in the Haaga-Helia University of Applied Sciences.
The purpose of this project is to study the Viennese market and its organic coffee businesses. The aim is to identify if it would be possible to internationalize Mexican organic coffee for a commissioning company that wants to expand in Vienna, Austria due to the lack of Mexican organic coffee in the target market.
The study was carried out through qualitative research, the author did previous desktop research, face to face observations in the actual Viennese market and also expertise interviews were conducted to identify this matter and develop this project.
Consequently, it was founded how the Viennese market works in a market environment research approach and also what specific organic coffee businesses are a good opportunity to make businesses with for the commissioning company.
Overall, the results prove that there is indeed an opportunity for Mexican organic coffee businesses to enter Viennese market since there is an actual demand of the product that has not yet being fulfilled as the market aims. Therefore, the whole thesis helps the commissioning company with a guideline to understand the target market and have already closed affiliations if wanting to internationalize its product.
In addition, the author recommends the commissioning company to do financial and supply chain management research to fully conduct this project. Nevertheless, if the commissioning company cannot conduct this project for other reasons, then other organic coffee businesses can definitely use this information.
The purpose of this project is to study the Viennese market and its organic coffee businesses. The aim is to identify if it would be possible to internationalize Mexican organic coffee for a commissioning company that wants to expand in Vienna, Austria due to the lack of Mexican organic coffee in the target market.
The study was carried out through qualitative research, the author did previous desktop research, face to face observations in the actual Viennese market and also expertise interviews were conducted to identify this matter and develop this project.
Consequently, it was founded how the Viennese market works in a market environment research approach and also what specific organic coffee businesses are a good opportunity to make businesses with for the commissioning company.
Overall, the results prove that there is indeed an opportunity for Mexican organic coffee businesses to enter Viennese market since there is an actual demand of the product that has not yet being fulfilled as the market aims. Therefore, the whole thesis helps the commissioning company with a guideline to understand the target market and have already closed affiliations if wanting to internationalize its product.
In addition, the author recommends the commissioning company to do financial and supply chain management research to fully conduct this project. Nevertheless, if the commissioning company cannot conduct this project for other reasons, then other organic coffee businesses can definitely use this information.
Kokoelmat
Samankaltainen aineisto
Näytetään aineisto, joilla on samankaltaisia nimekkeitä, tekijöitä tai asiasanoja.
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