Establishing an Asian beverage brand in Helsinki, Finland : case brand: Mixue
Huynh, Thu Van (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060621324
https://urn.fi/URN:NBN:fi:amk-2025060621324
Tiivistelmä
Mixue is a beverage brand that original from Taiwan and has opened many franchised stores globally, especially in Asian countries. Mixue has a diverse menu that can be suitable for many people from different ages or countries, its most significant product is bubble milk tea. Realizing that in Helsinki, Finland, the market for this kind of beverage store is not as competitive as in Asian areas, this thesis report does research and analysis about the competitive factors in Helsinki that can affect Mixue’s entry and Mixue’s business strategies to operate sustainably in this area.
The research methods used in this study were qualitative and quantitative. The competitive factors, the market in Helsinki, and Mixue’s internal factors are all analysed. Additionally, there is a survey to collect practical customers’ opinions and recommend the case company’s possible plan for its market entry.
The study finally shows that Helsinki is a potential market for Mixue. All of the competitive factors are possible to be solved by Mixue’s features. Mixue has many positive signs as well as strengths to compete and operate sustainably in this market.
The research methods used in this study were qualitative and quantitative. The competitive factors, the market in Helsinki, and Mixue’s internal factors are all analysed. Additionally, there is a survey to collect practical customers’ opinions and recommend the case company’s possible plan for its market entry.
The study finally shows that Helsinki is a potential market for Mixue. All of the competitive factors are possible to be solved by Mixue’s features. Mixue has many positive signs as well as strengths to compete and operate sustainably in this market.