Market research for product Y in Finland : case: Company X
Kapiainen, Sari (2018)
Kapiainen, Sari
Saimaan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018110916913
https://urn.fi/URN:NBN:fi:amk-2018110916913
Tiivistelmä
This thesis was examining market research in theory and in reality. The learning points of this work was to understand the concept of internationalization and market research and how to implement the theory into research.
In theory the goal was to make comprehensive study about internationalization and market research and get the knowledge what aspects it includes. As a phenomenon internationalization is a wide topic which lead to the decision to delimit the content only for the company point of view. Theory includes the definition of internationali-zation and market research, research methods, data analyzing and entry modes. All the entry modes are represented in the theory even thought they were not used in the empirical part.
In empirical studies all the things which have been learned in theoretical studies were used for the actual research for the case company. The company decided to focus on one entry mode which delimited my research. This research was done for one country and one product. Not all the aspects from the theory were possible to find out or measure because the field of business was so special.
Research material and information for the theory part were gathered form the uni-versity’s library’s books, online e-books and articles. For the empirical part the ma-terial and information for the market volume and potential was gathered from the governmental institutions such as ministries and governmental data and statistic bases. Other information concerning about potential customers and competitors were gathered from the Internet by searching active companies and entrepreneurs from the same field of business.
This research offers complete information package for the case company. The aim was help to managers with decision making process about foreign market entry. It can be used for market strategies and product development plans for the future.
In theory the goal was to make comprehensive study about internationalization and market research and get the knowledge what aspects it includes. As a phenomenon internationalization is a wide topic which lead to the decision to delimit the content only for the company point of view. Theory includes the definition of internationali-zation and market research, research methods, data analyzing and entry modes. All the entry modes are represented in the theory even thought they were not used in the empirical part.
In empirical studies all the things which have been learned in theoretical studies were used for the actual research for the case company. The company decided to focus on one entry mode which delimited my research. This research was done for one country and one product. Not all the aspects from the theory were possible to find out or measure because the field of business was so special.
Research material and information for the theory part were gathered form the uni-versity’s library’s books, online e-books and articles. For the empirical part the ma-terial and information for the market volume and potential was gathered from the governmental institutions such as ministries and governmental data and statistic bases. Other information concerning about potential customers and competitors were gathered from the Internet by searching active companies and entrepreneurs from the same field of business.
This research offers complete information package for the case company. The aim was help to managers with decision making process about foreign market entry. It can be used for market strategies and product development plans for the future.