The Investigation of the market for the purpose of opening the Duty Free shop in the Koltsovo International Airport of Yekaterinburg
Korotkov, Ivan (2014)
Korotkov, Ivan
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014100814536
https://urn.fi/URN:NBN:fi:amk-2014100814536
Tiivistelmä
The purpose of the study was to investigate the market with a view to open the Duty Free shop in the Koltsovo International Airport of Yekaterinburg. The object of the investigation was to carry out a research, justify the appropriateness and make recommendations and proposals for the opening and operation of a shop at the Koltsovo Airport Domestic Terminal. The subject of the investigation was a case study of the Yekaterinburg Koltsovo International Airport Domestic Terminal.
Strategic analysis methods were used during the research process including analysis of macro-environmental factors (PEST), SWOT, analysis of micro-environmental factors (Porter 5 Forces). For the purpose of identifying micro-environmental factors, value chain analysis was utilised. Such methods as passenger interviewing and survey were also employed during the research to estimate prospective customers’ preferences.
While justifying the selection of research methodology in view of the project specifics the author described legal and economic specifics of duty free trade and the methods selected by the author to do a research. The practicality of these particular methods for analysing the efficiency of a project for opening a duty free shop was justified. Also was made the background for further selection of research methodology for the duty free market at the Yekaterinburg Kolcovo International Airport.
Strategic analysis methods were used during the research process including analysis of macro-environmental factors (PEST), SWOT, analysis of micro-environmental factors (Porter 5 Forces). For the purpose of identifying micro-environmental factors, value chain analysis was utilised. Such methods as passenger interviewing and survey were also employed during the research to estimate prospective customers’ preferences.
While justifying the selection of research methodology in view of the project specifics the author described legal and economic specifics of duty free trade and the methods selected by the author to do a research. The practicality of these particular methods for analysing the efficiency of a project for opening a duty free shop was justified. Also was made the background for further selection of research methodology for the duty free market at the Yekaterinburg Kolcovo International Airport.