Exporting Finnish fish products into German market
Laaksonen, Niko; Passoja, Juho (2014)
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023111429321
https://urn.fi/URN:NBN:fi:amk-2023111429321
Tiivistelmä
The purpose of this thesis is to find out whether there is potential market for Finnish fish products in the grocery markets of Germany.
The thesis is done to a Finnish company called Hätälä Oy. The company core business is to process fish products which it has mostly imported from Norway and Canada. They do use some Finnish fish also, but not to the extent that it could be exported. The thesis was conducted as a desktop study and as such it utilises secondary data. This is the case in most market studys. In the thesis the authors used databases such as Market Line, theories such as the PESTEL-analysis, field professional and consumer interviews to conduct a clear picture of the frozen fish segment of the German food market.
Results suggest that consumer decision are guided mainly by two things: pricing being the overwhelming driver of purchase decisions and quality as a second motivator. Authors conclude that with the given information Hätälä does not have a competitive advantage in either one of the two major attributes driving purchasing decisions. Further studies in this field for Hätälä Oy has to be done with more intrest coming from the commissioners side. It is impossible to state with conviction that Hätälä products have no feasible chance in German markets as the authors did not get factual numbers from Hätälä Oy.
The thesis is done to a Finnish company called Hätälä Oy. The company core business is to process fish products which it has mostly imported from Norway and Canada. They do use some Finnish fish also, but not to the extent that it could be exported. The thesis was conducted as a desktop study and as such it utilises secondary data. This is the case in most market studys. In the thesis the authors used databases such as Market Line, theories such as the PESTEL-analysis, field professional and consumer interviews to conduct a clear picture of the frozen fish segment of the German food market.
Results suggest that consumer decision are guided mainly by two things: pricing being the overwhelming driver of purchase decisions and quality as a second motivator. Authors conclude that with the given information Hätälä does not have a competitive advantage in either one of the two major attributes driving purchasing decisions. Further studies in this field for Hätälä Oy has to be done with more intrest coming from the commissioners side. It is impossible to state with conviction that Hätälä products have no feasible chance in German markets as the authors did not get factual numbers from Hätälä Oy.