Argan oil: a niche market in Finland : market potential, and business strategy
Chakir, Hassan (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112830828
https://urn.fi/URN:NBN:fi:amk-2024112830828
Tiivistelmä
This thesis looks at argan oil as a potential product to be introduced to the Finnish market. Knowing that Finnish people are environmentally and sustainably aware, in addition to Argan's preferred quality. The study introduces the source and history of argan oil known as the "liquid gold" produced largely by women'scooperatives in Morocco. Detailing its key features that make outstanding among other competitors, such as coconut and jojoba oils. By examining its features, argan oil leans towards the organic and eco-friendly aspect, which makes it appealing to Finnish green consumerism trends.
The research builds on existing studies to understand Finnish consumer preferences and the level of awareness about argan oil. It also reviews the necessary legal steps for introducing argan oil into the Finnish market and develops a financial plan to explore potential profitability. The findings indicate that argan oil's natural and ethically responsible production, along with its support for Moroccan women, crafts a compelling narrative that aligns well with Finnish values of sustainability and health consciousness.
The thesis proposes strategies for launching argan oil in Finland, focusing on its distinctive qualities and the ethical production practices that support community development in Morocco. The study emphasizes the importance of targeted marketing that communicates the unique story of argan oil and adheres to EU regulations to ensure its acceptance and success in the Finnish market.
The research builds on existing studies to understand Finnish consumer preferences and the level of awareness about argan oil. It also reviews the necessary legal steps for introducing argan oil into the Finnish market and develops a financial plan to explore potential profitability. The findings indicate that argan oil's natural and ethically responsible production, along with its support for Moroccan women, crafts a compelling narrative that aligns well with Finnish values of sustainability and health consciousness.
The thesis proposes strategies for launching argan oil in Finland, focusing on its distinctive qualities and the ethical production practices that support community development in Morocco. The study emphasizes the importance of targeted marketing that communicates the unique story of argan oil and adheres to EU regulations to ensure its acceptance and success in the Finnish market.