Understanding the Finnish Market for Nepalese Handmade Woollen Products- A Service Design Approach
Shrestha, Sharada (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432655
https://urn.fi/URN:NBN:fi:amk-2025120432655
Tiivistelmä
The thesis examines the market entry of Nepalese handmade woollen products in Finland and the strategic environment that should be present to achieve a successful market entry. The paper discusses a key research question with regard to market feasibility and three supporting sub-questions involving producer capabilities, consumer and retailer expectations, and internationalization strategies of small-scale craft manufacturers. The study using the Double Diamond model involves the qualitative methodology that incorporates eight semi-structured interviews with Nepalese suppliers, German importers, and Finnish retailers, and a co-creation workshop that includes ten participants, conducted in Turku.
Personas and Value Proposition Canvases (VPCs) were designed for both consumer and retailer segments to analyze the stakeholder requirements and cultural alignment further. The tools defined functional, emotional, and ethical expectations in terms of product comfort, design minimalism, sustainability communication, and operational reliability. The results show that Nepalese manufacturers have good craftsmanship and genuine ethical stories, but encounter some issues associated with compliance with the EU, documentation, quality control, and adjusting to the Nordic design. The Finnish consumers are sensitive to softness, durability, and clarity in the story, whereas the retailers focus on standardization, reliability of communication, and compliance with packaging.
These insights are synthesized in the study based on a service design and
internationalization theory. The findings are converted to the Business Model Canvas, Ecosystem Map, and a four-stage Strategic Roadmap guiding the company to market entry development based on export preparedness, co-design, pilot project, and scaled Nordic growth. Altogether, the findings prove that the market entry is possible when Nepalese manufacturers use collaborative, iterative, and capability-forming strategies that align with the Finnish consumer values and retail expectations.
Personas and Value Proposition Canvases (VPCs) were designed for both consumer and retailer segments to analyze the stakeholder requirements and cultural alignment further. The tools defined functional, emotional, and ethical expectations in terms of product comfort, design minimalism, sustainability communication, and operational reliability. The results show that Nepalese manufacturers have good craftsmanship and genuine ethical stories, but encounter some issues associated with compliance with the EU, documentation, quality control, and adjusting to the Nordic design. The Finnish consumers are sensitive to softness, durability, and clarity in the story, whereas the retailers focus on standardization, reliability of communication, and compliance with packaging.
These insights are synthesized in the study based on a service design and
internationalization theory. The findings are converted to the Business Model Canvas, Ecosystem Map, and a four-stage Strategic Roadmap guiding the company to market entry development based on export preparedness, co-design, pilot project, and scaled Nordic growth. Altogether, the findings prove that the market entry is possible when Nepalese manufacturers use collaborative, iterative, and capability-forming strategies that align with the Finnish consumer values and retail expectations.