Market research on exporting Finnish sports education to Chinese market (CASE: KISAKALLIO)

Abstract

In recent years, under the influence of marketing, more and more Chinese people are getting to know and be interested in Finnish education. Finland and Finnish education are becoming increasingly popular in China. There are many qualities that Chinese education can learn from, especially the emphasis on the overall development of students. After China's "double reduction policy", parents are realizing the importance of sports education and other interest education.

As one of Kisakallio's target countries, the company initially started to engage with the Chinese market in 2017, offering different services and products for different target groups. The purpose of this thesis is to help Kisakallio learn about the current situation, changes and the needs in sports education of the Chinese market after the "double reduction policy", and to provide Kisakallio with market research and the future direction and strategic development of the company.

The author combined both quantitative and qualitative research methods, using electronic questionnaires and semi-structured interviews to investigate parents and teachers in China's compulsory education phase. Then, after collecting all the information gained, the author analyzed Kisakallio's internal and external environment by using the SWOT analysis model and PESTLE analysis model, and then using the Ansoff Matrix model to provide a market development strategy for Kisakallio.

The purpose of this research is not only to provide Kisakallio with a market analysis of the export of Finnish sportsl education to the Chinese market after the "double reduction policy", but also to help individuals or groups who are interested in Finnish and Chinese education, as well as education export, sports education and educational travel.