Market analysis for Tukimet Oy on the German market of roller-skating aids

Abstract

The study of the German market of roller-skating aids was dealt in this thesis. It was found that the principal problem was to find out what information could be needed for the preparation of the launch of the roller-skating aid. The research objectives were set as focusing on the macroenvironment including the culture, the competition involving competitors’ identification, benchmarking, and differentiation, and the demand with more specifically the stimuli, the customer psychology, the customer characteristics, and the buying-process.

To obtain the results in all those fields, it was decided, after several problems, that some qualitative research would be the most suitable. It was chosen that the sampling method would be based on a convenience sample because of the difficulty to find interviewees. The reliability of the study was impacted, but the validity was maintained. The questionnaire was made by following the literature review in order to tackle every subject, but the questionnaire was meant to remain short, so some topics were left aside. Regarding the analysis, the results of the interviews were compiled in a table as verbatims and sorted by themes before being analyzed horizontally and vertically.

It was highlighted by the findings that the market is suitable for the launch of the roller-skating aid. It was shown that culturally speaking, Germans like expertise, value performances, and enjoy showing their status. Thanks to the STEEPLED analysis, Germany was presented as an attractive market. The competition was assessed as bearable with the major threat coming from the substitutes. However, the market was pictured as very appealing regarding the competition. It was found that people have a need for fun, mobility, and physical activities. They are motivated by the fast learning and the safety. Friendship is linked to roller-skating. It was emphasized that the cut-off points during the buying process are the reviews, and the quality of the materials with a good price balance. It was observed that interviewees were not enthusiastic about the product because the need of the product was doubted, and the price was thought too extreme.