Entering Chinese market for Finnish fashion jewellery company : case: Ninja Finland Oy
Wang, Yujue (2014)
Wang, Yujue
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112817314
https://urn.fi/URN:NBN:fi:amk-2014112817314
Tiivistelmä
As one of the fastest-growing economies in the world, China is expected to become the largest fashion market in the world in a few years. As a result, more and more foreign companies have entered the Chinese market and the market has been more competitive than ever. This requires any fashion company to adopt a strategic development plan when entering the Chinese market.
Ninja Finland Oy is a fashion jewellery company which offers a wide range of fashion jewellery and accessories. The company is planning to enter the Chinese market in 2016.
Hence, for Ninja Finland Oy to achieve its objectives, the thesis attempts to establish a development plan by reviewing literature and practices concerning marketing plan and the Chinese fashion market.
The author applies qualitative method and deductive approach in the research. Data is obtained from both primary and secondary sources. Primary data is collected through unstructured interview with the CEO and the country manager as well as the author's observations during her internship. Secondary sources are collected from books, industry reports, journals and e-sources.
In the theoretical part, the author reviews SOSTAC planning process which is used as the framework for the thesis. The concepts of marketing tools are explained clearly. In the empirical part, the author analyzes the internal situation - the Case Company and the external environment - the Chinese fashion jewellery market. The marketing strategy is presented carefully. At last, a comprehensive development plan and personal recommendations are given.
Ninja Finland Oy is a fashion jewellery company which offers a wide range of fashion jewellery and accessories. The company is planning to enter the Chinese market in 2016.
Hence, for Ninja Finland Oy to achieve its objectives, the thesis attempts to establish a development plan by reviewing literature and practices concerning marketing plan and the Chinese fashion market.
The author applies qualitative method and deductive approach in the research. Data is obtained from both primary and secondary sources. Primary data is collected through unstructured interview with the CEO and the country manager as well as the author's observations during her internship. Secondary sources are collected from books, industry reports, journals and e-sources.
In the theoretical part, the author reviews SOSTAC planning process which is used as the framework for the thesis. The concepts of marketing tools are explained clearly. In the empirical part, the author analyzes the internal situation - the Case Company and the external environment - the Chinese fashion jewellery market. The marketing strategy is presented carefully. At last, a comprehensive development plan and personal recommendations are given.