Marketing study: the future opportunities of development and the progress of the sales of Water Team Oy Ltd. in Kazakhstan
Zhdanova, Yevgeniya (2016)
Zhdanova, Yevgeniya
Seinäjoen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605137776
https://urn.fi/URN:NBN:fi:amk-201605137776
Tiivistelmä
The thesis aims to investigate the problem of entering the Kazakhstani market, starting cooperation, and the progress of sales.
The research objectives include a cultural analysis, a market segmentation and water treatment analysis, as well as search of potential customers. It provides information about the progress of sales, implemented by opening a representative office and participation in exhibitions. The followed ways of improving marketing strategy, such as the development of a website, logo, brochures, business cards, a catalogue and a social network’s pages, developed during the thesis project, are discussed.
The theoretical framework presents information about the relations between Finland and Kazakhstan, barriers to enter the Kazakhstani market, international market entry, industry market potential, market segmentation, the opportunities for Water Team Oy Ltd. to promote their business, and e-marketing development. The researcher used and applied the theories of Grove, Hofstede, Armstrong and Kotler, Dann, House and Bradley.
The empirical framework includes two types of research methodology: quantitative and qualitative. A quantitative approach was followed by implementing an online survey in different regions of Kazakhstan. A qualitative approach was applied to an interview with the engineer of the Tassay company in Kazakhstan.
The final part of the thesis reports the results of the study, conclusions and recommendations for Water Team Oy Ltd for entering the Kazakhstani market.
The research objectives include a cultural analysis, a market segmentation and water treatment analysis, as well as search of potential customers. It provides information about the progress of sales, implemented by opening a representative office and participation in exhibitions. The followed ways of improving marketing strategy, such as the development of a website, logo, brochures, business cards, a catalogue and a social network’s pages, developed during the thesis project, are discussed.
The theoretical framework presents information about the relations between Finland and Kazakhstan, barriers to enter the Kazakhstani market, international market entry, industry market potential, market segmentation, the opportunities for Water Team Oy Ltd. to promote their business, and e-marketing development. The researcher used and applied the theories of Grove, Hofstede, Armstrong and Kotler, Dann, House and Bradley.
The empirical framework includes two types of research methodology: quantitative and qualitative. A quantitative approach was followed by implementing an online survey in different regions of Kazakhstan. A qualitative approach was applied to an interview with the engineer of the Tassay company in Kazakhstan.
The final part of the thesis reports the results of the study, conclusions and recommendations for Water Team Oy Ltd for entering the Kazakhstani market.