Developing Marketing Strategies to Expand a Sri Lankan Gemstone Business into the European Market : A case study of Rohana Gems
Vidana Gamachchige, Upeksha DA (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026051813015
https://urn.fi/URN:NBN:fi:amk-2026051813015
Tiivistelmä
This study was conducted to develop marketing strategies for expanding a Sri Lankan gemstone business into the European market which was carried out as a case study for Rohana Gems. Through the study it was expected to identify the business relationships, market conditions and consumer behaviour in the European gemstone industry. The purpose of the study is to suggest practical and actionable recommendations for penetrating the European gemstone and jewellery market successfully while developing progressively.
The research objectives were achieved using a mixed-methods approach which enabled a better understanding of consumer preferences and industry practices. An online survey was distributed to gather quantitative data from hundred participants who reside in Finland and other European countries. The survey findings provided real life insights on consumer awareness, purchasing behaviour, product preferences, and factors influencing purchasing decisions in Europe. Qualitative data was collected by conducting five semi-structured interviews with gemstone and jewellery exporters from Sri Lanka and gemstone and jewellery importers from Finland. Findings from the interviews highlighted the importance of networking, trust building, and identifying the correct ways to establish connections as core strategies for successful market penetration.
The findings suggest that expanding a gemstone business into the European market requires quality products, recognized certification, transparent sourcing practices, and practical marketing strategies. Digital marketing, credibility of the sources, and strategic partnerships are essential in reaching out the consumers while strengthening competitiveness. By analysing the research findings, the study is providing practical marketing strategies for Rohana Gems to successfully expand its business operations into the European gemstone industry.
The research objectives were achieved using a mixed-methods approach which enabled a better understanding of consumer preferences and industry practices. An online survey was distributed to gather quantitative data from hundred participants who reside in Finland and other European countries. The survey findings provided real life insights on consumer awareness, purchasing behaviour, product preferences, and factors influencing purchasing decisions in Europe. Qualitative data was collected by conducting five semi-structured interviews with gemstone and jewellery exporters from Sri Lanka and gemstone and jewellery importers from Finland. Findings from the interviews highlighted the importance of networking, trust building, and identifying the correct ways to establish connections as core strategies for successful market penetration.
The findings suggest that expanding a gemstone business into the European market requires quality products, recognized certification, transparent sourcing practices, and practical marketing strategies. Digital marketing, credibility of the sources, and strategic partnerships are essential in reaching out the consumers while strengthening competitiveness. By analysing the research findings, the study is providing practical marketing strategies for Rohana Gems to successfully expand its business operations into the European gemstone industry.