Adapting the Marketing Mix of a Case Company to the Polish Yarn Consumers.
Kozlowska, Natalia (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112128955
https://urn.fi/URN:NBN:fi:amk-2025112128955
Tiivistelmä
This thesis explores how a Finnish yarn manufacturer, can strengthen its market position and improve brand visibility in Poland through adjusting its marketing mix and distribution strategy. The study focuses on understanding local consumer preferences, purchasing behaviour, and retailer perspectives to identify opportunities for strategic development and market adaptation.
The research is based on qualitative methods, primarily expert interviews as well as informal interviews with competing retailers during national craft and yarn fairs. The data were analysed thematically, allowing the identification of key patterns and relationships relevant to current operations and future market potential.
The findings indicate that Polish yarn consumers are increasingly trend-conscious, favouring natural fibres, minimalist design, and sustainable production, while remaining highly price- sensitive. The results also reveal that although the manufacturer’s product quality and brand values align well with evolving consumer expectations, the company’s language barriers, limited digital presence, and existing distribution structure constrain its visibility in the premium segment. Currently, the Polish distributor focuses on retailers targeting cost-conscious customers, resulting in strong performance for mass-market products, such as sock yarns, but limited exposure for the brand’s new premium collections.
The study concludes several key finding for the case company that can enhance its competitiveness through targeted, low-cost strategic actions. These include translating marketing and pattern materials into Polish, collaborating with local influencers and craft educators, and integrating sustainability storytelling more prominently into its brand communication. Furthermore, establishing a partnership with a distributor specialising in premium yarns would enable the company to access new retail networks, strengthen its presence in specialty stores, and reinforce its image as a high-quality, design-led brand.
By combining its Nordic heritage, commitment to sustainability, and improved localisation efforts, the Finnish manufacturer has the potential to build stronger brand recognition and long-term customer loyalty in the Polish market.
The research is based on qualitative methods, primarily expert interviews as well as informal interviews with competing retailers during national craft and yarn fairs. The data were analysed thematically, allowing the identification of key patterns and relationships relevant to current operations and future market potential.
The findings indicate that Polish yarn consumers are increasingly trend-conscious, favouring natural fibres, minimalist design, and sustainable production, while remaining highly price- sensitive. The results also reveal that although the manufacturer’s product quality and brand values align well with evolving consumer expectations, the company’s language barriers, limited digital presence, and existing distribution structure constrain its visibility in the premium segment. Currently, the Polish distributor focuses on retailers targeting cost-conscious customers, resulting in strong performance for mass-market products, such as sock yarns, but limited exposure for the brand’s new premium collections.
The study concludes several key finding for the case company that can enhance its competitiveness through targeted, low-cost strategic actions. These include translating marketing and pattern materials into Polish, collaborating with local influencers and craft educators, and integrating sustainability storytelling more prominently into its brand communication. Furthermore, establishing a partnership with a distributor specialising in premium yarns would enable the company to access new retail networks, strengthen its presence in specialty stores, and reinforce its image as a high-quality, design-led brand.
By combining its Nordic heritage, commitment to sustainability, and improved localisation efforts, the Finnish manufacturer has the potential to build stronger brand recognition and long-term customer loyalty in the Polish market.