Exploring Polar Device Ltd’s Market Potential for Automatic Noodle Machines in China
Takalo, Sinikka (2015)
Takalo, Sinikka
Oulun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505138060
https://urn.fi/URN:NBN:fi:amk-201505138060
Tiivistelmä
Conducting a market research is important for any company wishing to enter new markets or to expand its operations in some other way. The knowledge acquired through serious market investigation can be crucial and determine a company’s success or failure. Continuous follow-up on the market is the key factor in securing competitiveness over one’s competitors.
The main purpose of this thesis is to explore Polar Device Ltd’s market potential for automatic noodle machines in China. The work aims to help the management team to make decision on whether or not to target this export market in the near future. In order to help on the decision-making, the research will attempt to provide useful information about market situation in China. In addition to the main target, Hong Kong is considered as a possible gateway to the Mainland China and thus a short introduction of Hong Kong is included in the thesis.
Chinese small kitchen appliance market will be studied, as it will give a wider perspective on the subject and might also reflect to the trends on automatic noodle machine market. Study on this market is performed focusing on, inter alia, major players, current trends, as well as the main distribution channels of these products. Automatic noodle machine market is more closely evaluated through a competitive product analysis. The competitive product analysis will mainly concentrate on price and material choices.
As a conclusion it is evident that China is a potential market for Polar Device to enter. However, there are many things to consider before starting the operations in China. The recommendations made after the evaluation of the market situation in China and Hong Kong should aid Polar Device’s decision-making and strategic planning. The research findings should also give guidance on product design, pricing decisions and on the choice of distribution channels and partners.
Due to the nature of the topic, in which the main focus is on learning about the target market, the research method has proven to be qualitative and was carried out via desktop research. The thesis is based on external online and offline sources and on author’s observations. The theory of conducting a market research works as a base for the entire thesis. The theory part should be useful for the commissioner on its future market researches, as well. A further development task for the company could be to develop a strategic plan for entering China.
The main purpose of this thesis is to explore Polar Device Ltd’s market potential for automatic noodle machines in China. The work aims to help the management team to make decision on whether or not to target this export market in the near future. In order to help on the decision-making, the research will attempt to provide useful information about market situation in China. In addition to the main target, Hong Kong is considered as a possible gateway to the Mainland China and thus a short introduction of Hong Kong is included in the thesis.
Chinese small kitchen appliance market will be studied, as it will give a wider perspective on the subject and might also reflect to the trends on automatic noodle machine market. Study on this market is performed focusing on, inter alia, major players, current trends, as well as the main distribution channels of these products. Automatic noodle machine market is more closely evaluated through a competitive product analysis. The competitive product analysis will mainly concentrate on price and material choices.
As a conclusion it is evident that China is a potential market for Polar Device to enter. However, there are many things to consider before starting the operations in China. The recommendations made after the evaluation of the market situation in China and Hong Kong should aid Polar Device’s decision-making and strategic planning. The research findings should also give guidance on product design, pricing decisions and on the choice of distribution channels and partners.
Due to the nature of the topic, in which the main focus is on learning about the target market, the research method has proven to be qualitative and was carried out via desktop research. The thesis is based on external online and offline sources and on author’s observations. The theory of conducting a market research works as a base for the entire thesis. The theory part should be useful for the commissioner on its future market researches, as well. A further development task for the company could be to develop a strategic plan for entering China.