Industry actors and competitive forces: evaluating opportunities for market entry in central europe for artisan fishing lure company Norolan
Ella, Sipinen (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219004
https://urn.fi/URN:NBN:fi:amk-2025060219004
Tiivistelmä
The purpose of this thesis is to provide the commissioner Norolan with a easy to understand research based digital guidebook about their competitors. Norolan is a Finnish artisan fishing lure company looking to expand their operations into France and Germany soon. The main objectives of this thesis are to identify and analyze Norolan’s competitors and explore possibilities for automating the competitive analysis process. Overall, the guidebook’s primary goal is to help Norolan gain a deeper understanding of its competitors and new markets.
The theoretical bases of this thesis are based on the 4p’s, SWOT analysis and PESTLE analysis. Mixed research methods were used in this thesis in the form of manual web scraping, memoing, benchmarking and open-ended interviews. The research is based on one main question and two sub questions. The main research question is how can Norolan effectively enter the central European market, specifically France and Germany, by leveraging competitive analysis of existing regional players? The two sub questions are what should be considered when conducting a competitive analysis? And how can this process be automated?
The final product of this thesis was a 45-page digital guidebook created in Canva. This guidebook explores the 4p’s, SWOT analysis and PESTLE analysis for Norolan and 6 competitors' that are already established in the French and German markets. The guidebook also has numerical information in charts for easy comparisons. Some numerical information gathered include social media follower amounts, turnover and employee count. This thesis provides a practical guide for conducting competitive analysis with limited resources, offering inspiration for other small businesses planning international expansion.
The theoretical bases of this thesis are based on the 4p’s, SWOT analysis and PESTLE analysis. Mixed research methods were used in this thesis in the form of manual web scraping, memoing, benchmarking and open-ended interviews. The research is based on one main question and two sub questions. The main research question is how can Norolan effectively enter the central European market, specifically France and Germany, by leveraging competitive analysis of existing regional players? The two sub questions are what should be considered when conducting a competitive analysis? And how can this process be automated?
The final product of this thesis was a 45-page digital guidebook created in Canva. This guidebook explores the 4p’s, SWOT analysis and PESTLE analysis for Norolan and 6 competitors' that are already established in the French and German markets. The guidebook also has numerical information in charts for easy comparisons. Some numerical information gathered include social media follower amounts, turnover and employee count. This thesis provides a practical guide for conducting competitive analysis with limited resources, offering inspiration for other small businesses planning international expansion.