Helsinki market entry opportunity for a Vegan & Raw Danish restaurant chain 42˚RAW
Yablokova, Anna (2015)
Yablokova, Anna
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015111016182
https://urn.fi/URN:NBN:fi:amk-2015111016182
Tiivistelmä
For those who follow and are interested in the vegan lifestyle, the scarce number of restaurants which offer suchlike products in Helsinki is evident. Comparing the local market with cities around the globe this impression can be proven with statistical data. Despite the world growing trend of healthy eating and living, Finland is still far behind even the neighbouring Nordic countries on the level of niche vegan industry. The purpose of this thesis was to research the Helsinki market and find out how suitable it is for an innovative concept of a vegan & raw combination restaurant chain from Denmark. Expansion of this business to Helsinki would help to raise the popularity of vegan food in Finland and make the market more diverse.
The market analysis of Helsinki identified it as an attractive location for expanding a business with the product of the case company. It was as well crucial to learn the perception of potential customers on this concept. All in all 46 respondents took part in the survey, with the majority being the members of the Vegan Society of Finland. A high demand in an organic vegan raw restaurant was expressed by 75% of the participants. The findings of the survey combined with the theoretical data resulted in a high feasibility of the case company expansion to Finland.
The time frame of writing this thesis was two months, September to October 2015.
The market analysis of Helsinki identified it as an attractive location for expanding a business with the product of the case company. It was as well crucial to learn the perception of potential customers on this concept. All in all 46 respondents took part in the survey, with the majority being the members of the Vegan Society of Finland. A high demand in an organic vegan raw restaurant was expressed by 75% of the participants. The findings of the survey combined with the theoretical data resulted in a high feasibility of the case company expansion to Finland.
The time frame of writing this thesis was two months, September to October 2015.