Selecting the right shade : market potential and pricing strategies in Turkey : case: Tikkurila Oyj
Holopainen, Leevi (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120835506
https://urn.fi/URN:NBN:fi:amk-2023120835506
Tiivistelmä
This thesis was commissioned by Tikkurila Oyj, a leading Nordic paint company. The objective of the research was to provide Tikkurila with a comprehensive overview of Turkey as a potential market and to suggest pricing strategies for in this market.
The research was conducted via secondary data analysis, using various online sources and databases to collect and evaluate information about Turkey’s political, economic, social, technological, environmental and legal factors, as well as its construction sector and paint industry.
The research findings showed that Turkey is an attractive market for Tikkurila, with a large and growing population, a diversified and dynamic economy, a strategic location, and a developing and improving technological infrastructure. However, the country also poses significant challenges and risks, such as political and economic instability, social and legal issues, and environmental concerns. Based on the research, recommendations for pricing strategies in Turkey were presented, suggesting that Tikkurila should target the premium segment amongst other recommendations.
The research was conducted via secondary data analysis, using various online sources and databases to collect and evaluate information about Turkey’s political, economic, social, technological, environmental and legal factors, as well as its construction sector and paint industry.
The research findings showed that Turkey is an attractive market for Tikkurila, with a large and growing population, a diversified and dynamic economy, a strategic location, and a developing and improving technological infrastructure. However, the country also poses significant challenges and risks, such as political and economic instability, social and legal issues, and environmental concerns. Based on the research, recommendations for pricing strategies in Turkey were presented, suggesting that Tikkurila should target the premium segment amongst other recommendations.