Market entry analysis of Finnish chocolate market : case: Chocolates Valor
Ion, Nelia Dara (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061122495
https://urn.fi/URN:NBN:fi:amk-2025061122495
Tiivistelmä
The thesis aims to determine whether Finland’s chocolate market is a viable option for the internationalization of the brand Valor. Valor is a company in the chocolate industry founded in Spain. Nowadays, the brand operates worldwide but not in Finland.
During the thesis writing, qualitative and quantitative research methods are employed. The study starts showing general information and ends with a concrete conclusion. Primary and secondary data sources are used for this thesis. To obtain the necessary statistical data on consumer behavior, primary data was collected from an online survey that was conducted, which was answered by people between 18 and 50 years old who live in Finland and consume chocolate. The situational analysis tools used for carrying out the research are Porter’s 5 Forces, SWOT and PEST.
The brand Valor is not known in Finland and the entry barriers are very high: Finland is a small market with already strong competition; Fazer and Marabou are the principal well-known brands, and they are very appreciated by Finnish chocolate consumers.
There is a difficult time for chocolate producers nowadays; cocoa prices have reached historic highs and other costs as transportation and packaging, are also contributing to increasing the prices of chocolate products. Based on this information, the result of this thesis is that Finland is not currently an attractive market for the Valor internationalization process.
During the thesis writing, qualitative and quantitative research methods are employed. The study starts showing general information and ends with a concrete conclusion. Primary and secondary data sources are used for this thesis. To obtain the necessary statistical data on consumer behavior, primary data was collected from an online survey that was conducted, which was answered by people between 18 and 50 years old who live in Finland and consume chocolate. The situational analysis tools used for carrying out the research are Porter’s 5 Forces, SWOT and PEST.
The brand Valor is not known in Finland and the entry barriers are very high: Finland is a small market with already strong competition; Fazer and Marabou are the principal well-known brands, and they are very appreciated by Finnish chocolate consumers.
There is a difficult time for chocolate producers nowadays; cocoa prices have reached historic highs and other costs as transportation and packaging, are also contributing to increasing the prices of chocolate products. Based on this information, the result of this thesis is that Finland is not currently an attractive market for the Valor internationalization process.