A STUDY ON FINLAND AS A TARGET MARKET FOR VIETNAMESE COFFEE : The Finnish Coffee Market
Regmi, Bishal (2018)
Regmi, Bishal
Satakunnan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112317949
https://urn.fi/URN:NBN:fi:amk-2018112317949
Tiivistelmä
The purpose of this thesis was to perform a comprehensive study on Finnish and Vietnamese coffee industry with the notion to understand how Vietnamese coffee would fare in Finnish consumer market. One objective of this thesis was to identify prime reasons why Vietnamese coffee, despite being one of the world leaders in coffee exports has been performing very badly in Finnish market with a very high coffee consumption rate. The other objective of this thesis was to understand the opportunities and threats involved in Vietnamese coffee in Finnish market.
The first part of the thesis involved research on understanding the world coffee market, Vietnamese coffee industry and Finnish coffee consumer market separately. A qualitative approach was used in performing the research and analysis. All necessary data and information used in context was collected through various business portals, webpages, company annual reports, published articles, fact sheets, official statistics and books. Additional necessary calculation was performed on the obtained data in order to make it more precise to the context of the research.
Further, Industry analysis and SWOT analysis was performed for two different cases, viz. Finland as a target market for Vietnamese coffee (general) and Finland as a target market for Vietnamese Robusta coffee. The findings and obtained parameters from those assessment was studied and used to make appropriate understandings of the overall research objectives.
The study figured out that the contrast between coffee type favored by Finnish consumers and that produced in Vietnam was the prime reason for Vietnamese coffee to perform poorly in Finnish market. As Arabica type coffee market is already saturated, Finland does not seem to be an attractive market for Vietnamese Arabica coffee. However, Finnish market could be welcoming and attractive for Vietnamese Robusta coffee, but that is yet to be seen. Finally, based on the entire research and assessments, the thesis was concluded answering research objectives and providing valuable suggestions to existing and future entrepreneurs.
The first part of the thesis involved research on understanding the world coffee market, Vietnamese coffee industry and Finnish coffee consumer market separately. A qualitative approach was used in performing the research and analysis. All necessary data and information used in context was collected through various business portals, webpages, company annual reports, published articles, fact sheets, official statistics and books. Additional necessary calculation was performed on the obtained data in order to make it more precise to the context of the research.
Further, Industry analysis and SWOT analysis was performed for two different cases, viz. Finland as a target market for Vietnamese coffee (general) and Finland as a target market for Vietnamese Robusta coffee. The findings and obtained parameters from those assessment was studied and used to make appropriate understandings of the overall research objectives.
The study figured out that the contrast between coffee type favored by Finnish consumers and that produced in Vietnam was the prime reason for Vietnamese coffee to perform poorly in Finnish market. As Arabica type coffee market is already saturated, Finland does not seem to be an attractive market for Vietnamese Arabica coffee. However, Finnish market could be welcoming and attractive for Vietnamese Robusta coffee, but that is yet to be seen. Finally, based on the entire research and assessments, the thesis was concluded answering research objectives and providing valuable suggestions to existing and future entrepreneurs.