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TAMPEREEN AMMATTIKORKEAKOULU University of Applied Sciences
INTER
NATIONAL

BUS S T A M P E R E E N I N EM S A T T I K O R K E A K O U L U A M UNIVERSITY OF APPLIED SCIENCES

BUSINESS SCHOOL

FINAL THESIS REPORT

A Marketing Analysis of Household Appliances Market in Finland A Case Study for the Haier Group

Na Wang

Degree Programme in International Business May 2009 Supervisor: Shaidul Kazi

TA

MPERE

2009

TAMPEREEN AMMATTIKORKEAKOULU University of Applied Sciences INTER
NATIONAL

2

B

USINESS

Writer(s): Study Programme(s): Title of Thesis

Na Wang International Business

A Marketing Analysis of The Household Appliances Market in Finland, A Case for the Haier Group

Month and Year of Completion: Supervisor:

May 2009 Shaidul Kazi Number of Pages: 57

ABSTRACT

A company which wants to enter into a new market must first understand the target market’s business environment and how to create and retain customers by providing better value than the competition. As the environment changes, businesses must adapt in order to maintain strategic fit between their capabilities and the marketplace. The process by which businesses analyze the environment and their capabilities and decide upon courses of marketing action is called marketing analysis. A marketing analysis can help the company to make decisions based on the marketing information they have. The aim of this thesis is to form a marketing analysis for Haier Group on the basis of an analysis of its external and internal business environment. This involved evaluating the company’s different marketing activities. The business environment of Finland – Haier’s target market – has also been analysed and evaluated in order to find out whether Finland could be a potential country for investment and market entry. Finally, Haier’s objectives have been defined. . The research methods used were based on the theoretical knowledge from text books and literatures combined with different study models as well as market research methods, although the main source of information is the book Principles and Practice of Marketing by David Jobber. Information was acquired by interviewing representatives of the potential target group and people from other relevant organizations. The research was done by conducting an open question survey and interviews about the buying behaviour of potential customers, the information which was received about the market demands were collected and analysed. The results of the interviews about the target market and the research analysis were combined to display the current competitive environment and the high requirements of customers. The future perspectives were evaluated based on the whole analysis. The final decisions regarding possible market expansion should be made by the management of the company and no specific information about the action plan is mentioned Key words: Marketing environment, Competition analysis, Foreign Investment, Household appliances market

TAMPEREEN AMMATTIKORKEAKOULU University of Applied Sciences INTER
NATIONAL

B

USINESS

TABLE OF CONTENT
1. INTRODUCTION ................................................................................................................5  1.1 Background of the study ....................................................................................... 5  1.2 Purpose of the study.............................................................................................. 5  1.3 Research problems ................................................................................................ 6  1.4 Research methodology.......................................................................................... 6  1.5 Limitations of the research.................................................................................... 7  1.6 Reliability and validity of the study...................................................................... 7  2...
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