Russian hi-fi audio market : Market research for Prime Loudspeakers Oy Ltd.
Gordeladze, Tatiana (2015)
Gordeladze, Tatiana
Jyväskylän ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052610306
https://urn.fi/URN:NBN:fi:amk-2015052610306
Tiivistelmä
The aim of this thesis is to conduct market research to analyze the Russian hi-fi audio market as a potential place for the international operations of a particular case company Prime Loudspeakers Oy Ltd.
The theoretical background was based on the literature review about internationalization process for small and medium companies, challenges and motives of internationalization, market entry modes strategies and barriers to face.
As the research objectives, the author defined the market of hi-fi audio, revealed potential customers and competitors as well as described the assumptions of the experts about future possibilities of the product on the Russian market. The qualitative explorative research was conducted due to the need of a complex, detailed understanding of the issue. The primary data collection was collected through interviews with the experts of hi fi audio market and the poll. The secondary data was collected mainly through the analytical Internet based magazine hifiNews.ru
The results of the research revealed possible competitors and potential customers. There are indirect competitors, who has strong brand recognition and are experienced players on the market. The main potential customers are business customers, in particular distributors. Additionally, the assumptions of the experts about the future possibilities were described, in particular related to the technical features, design and the price range.
The research demonstrates that the hi-fi audio market is totally filled with overseas companies, who appear in the Russian market through their distributors. The market of the hi-fi audio is rather authoritative and “the rules of the game” are dictated here by large companies with strong brands.
The theoretical background was based on the literature review about internationalization process for small and medium companies, challenges and motives of internationalization, market entry modes strategies and barriers to face.
As the research objectives, the author defined the market of hi-fi audio, revealed potential customers and competitors as well as described the assumptions of the experts about future possibilities of the product on the Russian market. The qualitative explorative research was conducted due to the need of a complex, detailed understanding of the issue. The primary data collection was collected through interviews with the experts of hi fi audio market and the poll. The secondary data was collected mainly through the analytical Internet based magazine hifiNews.ru
The results of the research revealed possible competitors and potential customers. There are indirect competitors, who has strong brand recognition and are experienced players on the market. The main potential customers are business customers, in particular distributors. Additionally, the assumptions of the experts about the future possibilities were described, in particular related to the technical features, design and the price range.
The research demonstrates that the hi-fi audio market is totally filled with overseas companies, who appear in the Russian market through their distributors. The market of the hi-fi audio is rather authoritative and “the rules of the game” are dictated here by large companies with strong brands.