Export of Finnish paints and varnishes to Russia : Case GVK
Gordienko, Yana (2018)
Gordienko, Yana
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201801231555
https://urn.fi/URN:NBN:fi:amk-201801231555
Tiivistelmä
The Russian economy is recovering from past crises, and, despite a difficult politic and economic situation, the market of the Russian Federation is becoming attractive to foreign companies again. This includes the case company. The major threats of the market are the instability of the Russian ruble, the crisis situation in the country, import substitution and corruption. Another predicament is instability in consumer preferences.
The aim of the present research is to identify the possibility of GVK entering the paint and varnish market of the Russian Federation with its products for wood protection. The study analyzes the market, the industry, and the business environment in Russia with various market tools. The study includes also a description of the case company’s strengths and weaknesses that might affect its performance.
According to the results of the survey, professional players of wooden construction market are not ready for cooperation with suppliers. Due to the unlikelihood of reaching professional customers, the paper provides GVK with recommendations and directions for further research.
The aim of the present research is to identify the possibility of GVK entering the paint and varnish market of the Russian Federation with its products for wood protection. The study analyzes the market, the industry, and the business environment in Russia with various market tools. The study includes also a description of the case company’s strengths and weaknesses that might affect its performance.
According to the results of the survey, professional players of wooden construction market are not ready for cooperation with suppliers. Due to the unlikelihood of reaching professional customers, the paper provides GVK with recommendations and directions for further research.