Designing for New Frontiers: Lazy Dude’s business strategy for Finland based on Service Design Perspective

Abstract

The purpose of this thesis was to build a complete business strategy for a Bangladeshi bean bag manufacturer, Lazy Dude, to enter the Finnish market. Using the principles of service design, the study sought to develop a customer centric solution aimed at Finland’s cultural, economic, and sustainability values. One objective was to study Lazy Dude’s existing business model in Bangladesh and, relatedly, to analyse entry strategies for the Finnish market and provide practical implementation guidelines.

Mixed methods research was used incorporating qualitative interviews with Lazy Dude’s management and industry experts as well as quantitative surveys of potential Finnish customers. Market needs, customer behavior and operational challenges were analysed using service design tools such as the Double Diamond Model, Customer Journey Mapping and SWOT analysis. The Benchmarking against established Finnish competitors gave us some insight into what locals like to have and what the industry standards are. According to this research, Finnish consumers value sustainability, minimalistic design and quality products. By adopting eco-friendly practices and working with local distributors, Lazy Dude can have the edge over the competition. We also discussed brand differentiation through customization and digital marketing. Finally, the integration of these service design principles created a structured and customer centric market entry strategy, which will position Lazy Dude as a sustainable and novel brand in Finland.