Portugal Market entry plan for Empress Wood Co. and screening for potential partners
Parviainen, Kaisla (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202305088156
https://urn.fi/URN:NBN:fi:amk-202305088156
Tiivistelmä
This bachelor’s Thesis is a research-based thesis with a goal to conduct a specific Portuguese market research, compare different market entry plans and partner candidates in Portuguese market for the wood producer company called Empress Wood.
The scope of the research is to provide the company with the needed information for the business extension. The research consists of secondary theoretical research and primary research via interviews.
Construction industry is increasing globally due to urbanization and population growth. Environmentally friendly building is trending due to common sustainability goals. New innovations and material use is required where wood can work as one of the solutions.
This research focuses on the Portuguese market and its business possibilities for the Empress Wood. The market research focuses on the wood market of Portugal and more specifically interior design market.
The theoretical framework consists of overview to Portuguese market, exporting modes, theories with export partners, Porters five forces, and 4P’s. Exporting modes provide information of the most common exporting categories. Theories of exporting with partners provide information for partner decision, screening, and rating. Porters five forces provides tools to use for knowing the market better and differentiating in it. The 4P’s brings a marketing point of view to the exportation.
One main research method was conducting interviews. Interviews provided insight to the industry and Portuguese market. Most important take out was the most important partner criteria rating being shared values, size, and reputation. Research was also conducted about Portuguese wood industry and interior design trends brining up the growing demand for wood. Potential partners were researched, and top two agents, top 4 distributors and top 4 architect firms presented.
The results show that Portugal has a growing trend in wood building with sustainability mindset. Portuguese high tourism brings more construction projects. The complexity of the Empress Wood entry business models requires taking the whole value chain under consideration including influencers like architects, agents, and distributors.
In conclusion, Portugal has potential market for the Empress Wood. Empress Wood should export with partners but visit them and a trade fair in Portugal. When entering the market, the brand should highlight sustainability of the product. The research gave valuable information in a well structures form for the company. Author learned about Portuguese market, exporting theories,and how to conduct a solo research.
The scope of the research is to provide the company with the needed information for the business extension. The research consists of secondary theoretical research and primary research via interviews.
Construction industry is increasing globally due to urbanization and population growth. Environmentally friendly building is trending due to common sustainability goals. New innovations and material use is required where wood can work as one of the solutions.
This research focuses on the Portuguese market and its business possibilities for the Empress Wood. The market research focuses on the wood market of Portugal and more specifically interior design market.
The theoretical framework consists of overview to Portuguese market, exporting modes, theories with export partners, Porters five forces, and 4P’s. Exporting modes provide information of the most common exporting categories. Theories of exporting with partners provide information for partner decision, screening, and rating. Porters five forces provides tools to use for knowing the market better and differentiating in it. The 4P’s brings a marketing point of view to the exportation.
One main research method was conducting interviews. Interviews provided insight to the industry and Portuguese market. Most important take out was the most important partner criteria rating being shared values, size, and reputation. Research was also conducted about Portuguese wood industry and interior design trends brining up the growing demand for wood. Potential partners were researched, and top two agents, top 4 distributors and top 4 architect firms presented.
The results show that Portugal has a growing trend in wood building with sustainability mindset. Portuguese high tourism brings more construction projects. The complexity of the Empress Wood entry business models requires taking the whole value chain under consideration including influencers like architects, agents, and distributors.
In conclusion, Portugal has potential market for the Empress Wood. Empress Wood should export with partners but visit them and a trade fair in Portugal. When entering the market, the brand should highlight sustainability of the product. The research gave valuable information in a well structures form for the company. Author learned about Portuguese market, exporting theories,and how to conduct a solo research.