Strategy of Chinese Market Development for Mehi Oy
Lin, Qing (2011)
Lin, Qing
Kajaanin ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011112315289
https://urn.fi/URN:NBN:fi:amk-2011112315289
Tiivistelmä
Mehi Oy is a metal cutting tool manufacturer in Finland. Due to the impact of the financial crisis over the last few years, the company intended to develop new markets in order to compensate for the shortage of domestic sales and seek more overseas opportunities. As a fast developing country, China became a vital target market for the manufacturing industry. The aim of this thesis was to research the market potential in China for the commissioning party - Mehi Oy.
The marketing strategy analysis consisted of market environment assessment, market entry mode, selection of marketing channels, industrial association interviews, customer communication, customer visits and the experience of exhibition participation for sales promotion. The sample of market and marketing research could be briefly divided into six groups, namely, industrial associations, new-developed branches in China of existing customers, new customers searched by web sources, exhibition visitors and local distributor agents. The total sample size was one hundred and eleven.
The outcome of thesis research achieved the expected goal. In terms of marketing results, market intelligence was gathered; new customer relationships and cooperative partnerships with local distributors were created by the marketing effort. The conclusion enabled Mehi Oy to comprehend that China is a potential market. Therefore the company decided to continue the project of Chinese market development and proposed a next new plan for further sales promotion in China.
The marketing strategy analysis consisted of market environment assessment, market entry mode, selection of marketing channels, industrial association interviews, customer communication, customer visits and the experience of exhibition participation for sales promotion. The sample of market and marketing research could be briefly divided into six groups, namely, industrial associations, new-developed branches in China of existing customers, new customers searched by web sources, exhibition visitors and local distributor agents. The total sample size was one hundred and eleven.
The outcome of thesis research achieved the expected goal. In terms of marketing results, market intelligence was gathered; new customer relationships and cooperative partnerships with local distributors were created by the marketing effort. The conclusion enabled Mehi Oy to comprehend that China is a potential market. Therefore the company decided to continue the project of Chinese market development and proposed a next new plan for further sales promotion in China.