Market entry strategies for a niche beverage business: A case study of Biba 'n' Boba in Finland

Abstract

This thesis delves into the history of Biba 'n' Boba, a small bubble tea cafe located in Kuopio, Finland. As niche beverages gain global popularity, the aim of the study was to investigate how a microbusiness like this can thrive in a culturally distinct and competitive market. Using semi-structured interviews and collecting customer feedback, the case study described how Biba 'n' Boba started, adjusted and used its strategies. The main models for entering international markets, such as the Uppsala model, franchising, joint ventures and exporting, were studied using the example of a real small business. It was found that gradual learning, personalized branding, close customer relationships and cultural awareness are better strategies for these ventures than traditional expansion methods. The thesis discovered that the founders' ability to adapt, despite lacking formal business education, allowed them to make decisions that responded to customers and helped build the community. The findings of this study provide a clearer picture of how small businesses can expand into international markets in the niche beverage industry. It provides valuable insights for entrepreneurs considering starting a business in a foreign country. It also suggests that Biba' n' Boba could expand by creating products tailored to the local market and becoming more involved in the community.