Gaining marketing information for internationalization: Case industrial B-to-B product manufacturer
Belousova, Natalia (2015)
HAAGA-HELIA ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503113011
https://urn.fi/URN:NBN:fi:amk-201503113011
Tiivistelmä
The Company in this case study operates in the pneumatic sector. Company’s main business field is manufacturing of pressure equipment for industrial applications for B-to-B customers. Company is motivated for internationalization but lacks adequate information about its target market and its requirements. This lack of information about target market is the research problem for this thesis.
Company is based in Russia. It has decided to enter the Finnish industrial pressure equipment market. In order to gain knowledge on the new foreign market there were various secondary and primary sources researched using fundamental theoretical approaches.
Research was aimed at collecting marketing information at three levels, namely: (i) the macro-environment level, (ii) the industry structure level and (iii) at the product suitability level.The research also informs decision making in the area of market entry, i.e. whether to enter the market via export or direct foreign investment. In addition, the research provides a description of the industry and helps the company determine the need for adapting its products according to the requirements of the new market.
Research results are of three types: (i) regulations and requirements of target market, (ii) analytical information on market dynamics and relationships, and (iii) information concerning the product itself. Being an industrial product case, a basic assumption of this study is that the product is used for business customers. Therefore, it is subject to general legal issues and technological regulations. Awareness of the industry structure and its practices helps ensure successful decision making and strategies. Knowledge of target market requirements towards the product highlights prospects for product development which in turn can enhance the competitiveness of the case company on the international market in the long-run.
Gained marketing information is considered to be either sufficient for internal strategic decision making purposes or useful as a base for the further research.
Company is based in Russia. It has decided to enter the Finnish industrial pressure equipment market. In order to gain knowledge on the new foreign market there were various secondary and primary sources researched using fundamental theoretical approaches.
Research was aimed at collecting marketing information at three levels, namely: (i) the macro-environment level, (ii) the industry structure level and (iii) at the product suitability level.The research also informs decision making in the area of market entry, i.e. whether to enter the market via export or direct foreign investment. In addition, the research provides a description of the industry and helps the company determine the need for adapting its products according to the requirements of the new market.
Research results are of three types: (i) regulations and requirements of target market, (ii) analytical information on market dynamics and relationships, and (iii) information concerning the product itself. Being an industrial product case, a basic assumption of this study is that the product is used for business customers. Therefore, it is subject to general legal issues and technological regulations. Awareness of the industry structure and its practices helps ensure successful decision making and strategies. Knowledge of target market requirements towards the product highlights prospects for product development which in turn can enhance the competitiveness of the case company on the international market in the long-run.
Gained marketing information is considered to be either sufficient for internal strategic decision making purposes or useful as a base for the further research.