Establishing an online store : Market analysis and marketing strategies
Potrymay, Adelina (2017)
Potrymay, Adelina
Kaakkois-Suomen ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112918861
https://urn.fi/URN:NBN:fi:amk-2017112918861
Tiivistelmä
The objective of the thesis was to conduct a market analysis of the online retail industry of healthy foods in Ukraine to make conclusions regarding the feasibility of the business idea of establishing an online store specialised in healthy foods; and based on it to come up with a list of suitable marketing methods and channels through which the marketing message can be effectively communicated to the target groups.
The research question of the thesis was “will an online store in healthy foods be profitable and which marketing strategies are the most suitable for this specific type of business”. The sub questions were related to the market analysis of the healthy food in Ukraine, including such aspects as competitors, product positioning, market segments, customer analysis and market demand. Qualitative methods were used to analyse the market potential of the idea, and to determine the most suitable marketing strategies for this kind of business. These methods included a secondary data review and a semi-structured interview.
The results presented the information regarding demand, level of competition and industry attractiveness as well as potential segments to target. Besides, the marketing strategies of competitors were analysed. Based on those results, the conclusions were made that there is a high potential for the business idea and that there are certain marketing strategies that are the most suitable for this kind of business. As a result, the thesis work succeeded in the goals that were set at the beginning.
The research question of the thesis was “will an online store in healthy foods be profitable and which marketing strategies are the most suitable for this specific type of business”. The sub questions were related to the market analysis of the healthy food in Ukraine, including such aspects as competitors, product positioning, market segments, customer analysis and market demand. Qualitative methods were used to analyse the market potential of the idea, and to determine the most suitable marketing strategies for this kind of business. These methods included a secondary data review and a semi-structured interview.
The results presented the information regarding demand, level of competition and industry attractiveness as well as potential segments to target. Besides, the marketing strategies of competitors were analysed. Based on those results, the conclusions were made that there is a high potential for the business idea and that there are certain marketing strategies that are the most suitable for this kind of business. As a result, the thesis work succeeded in the goals that were set at the beginning.