Defining Opportunities to Break into a New Market in the Entertainment Industry. Case: Solar Fake
Tishchenko, Anna (2015)
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505188645
https://urn.fi/URN:NBN:fi:amk-201505188645
Tiivistelmä
Defining Opportunities to Break into a New Market in the Entertainment industry Case: Solar Fake
Number of pages and appendix pages 74 + 11
The purpose of this thesis was to introduce the German artist known as Solar Fake to the Finnish market. Solar Fake is a Berlin-based band which plays electronic music; this thesis is commissioned by the artist.
The first main objective of the thesis was to analyse the market penetration opportunities for Solar Fake in Finland. Once the favourable opportunities were defined, the second objective was to organize the artist’s first promotional performance in Finland.
The theoretical part of the thesis goes hand in hand with the empirical part, describing and supporting the main points of the topic discussed. The thesis methodology concentrates on the elements of a product-oriented and research-oriented study.
The results of the market research, which was conducted to reach the first thesis objective, were somewhat ambiguous. On the one hand the results indicated that the Finnish music industry in general was not particularly promising for artists such as Solar Fake. On the other hand a survey conducted among Finnish people to determine their opinion of the band’s music showed particularly positive feedback. Based on the survey’s positive results, it was decided to promote Solar Fake in Finland by means of their first gig in the country.
Thus, the main focus of the thesis was to explain how to organize a show for a foreign band in Finland. The report provided a detailed overview of the work involved, covering the topic frameworks related to planning and organizing an event, as well as those related to the planning and implementation of a marketing campaign supporting the event.
The market research in Finland was completed during the period from June to November 2013 while the actual first show of the artist in Helsinki was planned and implemented over 10 months from December 2013 to October 2014. Afterwards in October-November 2014 the results of the show as well as the thesis research outcome were analysed and summarized.
The success of the show exceeded expectations. It can thus be concluded that the thesis objectives set above were fully reached. The positive feedback collected through the survey in Finland inspired the band to play their first Finnish show, which successfully introduced them to the Finnish market. Thus, the overall purpose of the thesis was also fulfilled.
This thesis can serve as a guideline for the planning and implementation of shows in new markets for the commissioning party, as well as for any other aspiring artists seeking to break into new markets.
Number of pages and appendix pages 74 + 11
The purpose of this thesis was to introduce the German artist known as Solar Fake to the Finnish market. Solar Fake is a Berlin-based band which plays electronic music; this thesis is commissioned by the artist.
The first main objective of the thesis was to analyse the market penetration opportunities for Solar Fake in Finland. Once the favourable opportunities were defined, the second objective was to organize the artist’s first promotional performance in Finland.
The theoretical part of the thesis goes hand in hand with the empirical part, describing and supporting the main points of the topic discussed. The thesis methodology concentrates on the elements of a product-oriented and research-oriented study.
The results of the market research, which was conducted to reach the first thesis objective, were somewhat ambiguous. On the one hand the results indicated that the Finnish music industry in general was not particularly promising for artists such as Solar Fake. On the other hand a survey conducted among Finnish people to determine their opinion of the band’s music showed particularly positive feedback. Based on the survey’s positive results, it was decided to promote Solar Fake in Finland by means of their first gig in the country.
Thus, the main focus of the thesis was to explain how to organize a show for a foreign band in Finland. The report provided a detailed overview of the work involved, covering the topic frameworks related to planning and organizing an event, as well as those related to the planning and implementation of a marketing campaign supporting the event.
The market research in Finland was completed during the period from June to November 2013 while the actual first show of the artist in Helsinki was planned and implemented over 10 months from December 2013 to October 2014. Afterwards in October-November 2014 the results of the show as well as the thesis research outcome were analysed and summarized.
The success of the show exceeded expectations. It can thus be concluded that the thesis objectives set above were fully reached. The positive feedback collected through the survey in Finland inspired the band to play their first Finnish show, which successfully introduced them to the Finnish market. Thus, the overall purpose of the thesis was also fulfilled.
This thesis can serve as a guideline for the planning and implementation of shows in new markets for the commissioning party, as well as for any other aspiring artists seeking to break into new markets.