Enabling Sweden : qualitative market research and entry plan for Turvanvuoksi Oy
Chauhan, Rajveer (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202601141297
https://urn.fi/URN:NBN:fi:amk-202601141297
Tiivistelmä
This study is conducted to support the international expansion of Turvanvuoksi Oy for its Able® Safety product line into Sweden. The objective was to understand the Swedish market and provide practical guidance that benefits the case company in its early internationalisation phase. The development task was to produce a business model canvas, create a contact list of potential customers and cooperation partners, and propose suitable market entry strategies.
The theoretical framework was built around the Business Model Canvas (BMC) to structure the Sweden-ready business model, and market entry mode theory to assess suitable entry options. The study also used market research concepts to support the understanding of buyer expectations and barriers in the target market. The study followed a qualitative case study approach under an interpretivist perspective and abductive reasoning. Primary data was collected through one semi-structured group interview with Turvanvuoksi’s directors, additional answers collected through email, and five open interviews with participants met during networking events. The data was analysed using Braun and Clarke’s thematic analysis procedure.
The key results show that Swedish entry is shaped by five main themes: the importance of market localisation, procurement requirements, value creation, buyer’s perception, and market entry barriers that require time, trust-building and a staged approach.
Based on these findings, the thesis concludes that Turvanvuoksi should begin with a contractual entry mode, either through a distributor or agent, to gain local presence. This will also ensure the risk is controlled. The recommendations suggests a pilot entry programme to build Swedish customer base, preparing for early procurement and related documentation, and collaborating with local partner to support demonstrations, trials, and customer support.
The theoretical framework was built around the Business Model Canvas (BMC) to structure the Sweden-ready business model, and market entry mode theory to assess suitable entry options. The study also used market research concepts to support the understanding of buyer expectations and barriers in the target market. The study followed a qualitative case study approach under an interpretivist perspective and abductive reasoning. Primary data was collected through one semi-structured group interview with Turvanvuoksi’s directors, additional answers collected through email, and five open interviews with participants met during networking events. The data was analysed using Braun and Clarke’s thematic analysis procedure.
The key results show that Swedish entry is shaped by five main themes: the importance of market localisation, procurement requirements, value creation, buyer’s perception, and market entry barriers that require time, trust-building and a staged approach.
Based on these findings, the thesis concludes that Turvanvuoksi should begin with a contractual entry mode, either through a distributor or agent, to gain local presence. This will also ensure the risk is controlled. The recommendations suggests a pilot entry programme to build Swedish customer base, preparing for early procurement and related documentation, and collaborating with local partner to support demonstrations, trials, and customer support.