Niche market research : case study: Film photography industry in Vietnam
Vo, Hieu (2021)
Vo, Hieu
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060714865
https://urn.fi/URN:NBN:fi:amk-2021060714865
Tiivistelmä
As a film photographer, the author has experienced dynamic changes within the film photography community and also the market. The Vietnamese film photography market in recent year has seen dramatic changes, however, a systematic approach to study the market has not been made, creating a need for such research.
The purpose of this research is to study the market situation of the Vietnamese film photography industry. Aspects such as the characteristics of the market, current trends and future speculations are discussed, with insights from professionals in the industry. Furthermore, the study includes some key factors of niche marketing that could contribute to the success of a film photography business.
The thesis applies an inductive research approach that uses qualitative research method as the primary data collection method. Semi-structured interviews were conducted with professional film photographers as well as film sellers and related service providers in Vietnam. Secondary resources of the film photography industry from previous research were collected and analysed. The theory of the thesis served as the guide to understand the market, discuss the niche characteristics of the market, and study the key success factors of a niche film photography studio.
The film photography market in Vietnam is a small niche that is increasing in size. Interest in film photography has increased in the past few years, with the younger generation joining the market. The future of film photography in Vietnam is also promising, with increasing demand for both film photoshoots and film rolls. The market offers potentials for a niche film photography business to enter, however, there are barriers to enter the market, which challenges the niche studio to apply suitable marketing strategies.
The purpose of this research is to study the market situation of the Vietnamese film photography industry. Aspects such as the characteristics of the market, current trends and future speculations are discussed, with insights from professionals in the industry. Furthermore, the study includes some key factors of niche marketing that could contribute to the success of a film photography business.
The thesis applies an inductive research approach that uses qualitative research method as the primary data collection method. Semi-structured interviews were conducted with professional film photographers as well as film sellers and related service providers in Vietnam. Secondary resources of the film photography industry from previous research were collected and analysed. The theory of the thesis served as the guide to understand the market, discuss the niche characteristics of the market, and study the key success factors of a niche film photography studio.
The film photography market in Vietnam is a small niche that is increasing in size. Interest in film photography has increased in the past few years, with the younger generation joining the market. The future of film photography in Vietnam is also promising, with increasing demand for both film photoshoots and film rolls. The market offers potentials for a niche film photography business to enter, however, there are barriers to enter the market, which challenges the niche studio to apply suitable marketing strategies.