Potential Distribution of Vietnamese Coffee in the Finnish Market – Case Trung Nguyen Legend
Le, Nguyen Lan Huong (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060816715
https://urn.fi/URN:NBN:fi:amk-2022060816715
Tiivistelmä
This bachelor thesis was conducted as market research in the Finnish coffee market. The necessity of the thesis resulted from Trung Nguyen Legend’s interest in distributing its coffee products in Finland. The main objective of the thesis was to provide the company with the necessary knowledge of the macro-economic and propose the potential distribution channels for Trung Nguyen Legend to expand its market into Finland.
The applied theoretical framework for analysing the macro-economic situation was the PESTLE model, and for evaluating the operating environment of a competitive business environment was Porter’s Five Forces model. Besides, SWOT analysis was utilised to investigate the strengths, weaknesses, opportunities, and threats of the case company. Additionally, the study of the following subjects: Distribution of Business Product, Selection of distributors, and Management of distribution channels are also included in the theoretical part.
The research findings and analysis of the Finnish coffee market followed the frameworks covered in the theoretical background of the research. Both primary and secondary data were utilized in this research. Secondary data was gathered through books, articles, official Government statistics, reputable news outlets, and journals from recognized research institutions. Primary data was collected through observation and semi-structured interviews with experts in relevant field. Finnish coffee market is considered stable and showing demand for higher quality and variety. The author advised Trung Nguyen Legend to distribute its main coffee products through the one of the largest coffee exporters like Paulig and Meira for the high quality coffee products range. Through smaller prestigious coffee roasters, the case company could directly export micro-lots size of the premium quality coffee products.
The thesis concluded that the Finnish macro-economic emerged as a high-potential coffee market due to the highest consumption per capita. The author would recommend the case company check the legal and quality compliance with the potential partners and contact them for further cooperation.
The applied theoretical framework for analysing the macro-economic situation was the PESTLE model, and for evaluating the operating environment of a competitive business environment was Porter’s Five Forces model. Besides, SWOT analysis was utilised to investigate the strengths, weaknesses, opportunities, and threats of the case company. Additionally, the study of the following subjects: Distribution of Business Product, Selection of distributors, and Management of distribution channels are also included in the theoretical part.
The research findings and analysis of the Finnish coffee market followed the frameworks covered in the theoretical background of the research. Both primary and secondary data were utilized in this research. Secondary data was gathered through books, articles, official Government statistics, reputable news outlets, and journals from recognized research institutions. Primary data was collected through observation and semi-structured interviews with experts in relevant field. Finnish coffee market is considered stable and showing demand for higher quality and variety. The author advised Trung Nguyen Legend to distribute its main coffee products through the one of the largest coffee exporters like Paulig and Meira for the high quality coffee products range. Through smaller prestigious coffee roasters, the case company could directly export micro-lots size of the premium quality coffee products.
The thesis concluded that the Finnish macro-economic emerged as a high-potential coffee market due to the highest consumption per capita. The author would recommend the case company check the legal and quality compliance with the potential partners and contact them for further cooperation.