Lithuanian market research and guidelines for marketing

Abstract

Experienced international companies would agree that successful performance in the home country or in the particular market doesn’t guarantee a success in a new one. For that reason, Finnish company Cubicasa Ltd., that desires to grow internationally, is interested to gather information of new markets. Accordingly the aim of the thesis research is to evaluate the reasonability to the company to enter Lithuanian market by providing relevant information and precise data of the new market.

In order to provide good and precise information for the case company, qualitative approach and case study method was chosen. For the theory part the books written by authors P.Kotler, B. Rosenbloom, G. Johnson, K.Keller were used. For the empirical part the primary data was collected by interviewing potential customers from Lithuania. Secondary data was gathered by using electronic research as relevant information is delivered on the web pages of institutions, organizations and companies.

In order to answer to the research questions, the first part of the thesis was divided into two parts for macro and micro environments analysis. PESTEL and Porter’s five forces frameworks were used. Second part of the thesis was concentrated on marketing strategy. Potential customers were classified by segmentation, targeting and positioning analysis. Finally, marketing mix as the main tool to answer research questions was used.

The background knowledge for this thesis was gathered during the lectures at Oulu University of Applied Science such as international business, marketing, intercultural skills. The research work implemented under the guidance of the lecturer Outi Sutinen. The subject for thesis was provided by the Cubicasa Ltd company during the meeting at the TUNNI event. Further discussions were held with founder of the company Mikko Perälä and head of product development Jarmo Lumpus.

Lastly, in case if Cubicasa decides that Lithuanian market is attractive and worth to enter, it is advisable to apply given information and recommendations for the successful entry in the Lithuanian market.