A business model improvement proposal for Finnish enterprises doing business in China : case study: Hankintatukku Oy
Wang, Mengzhen (2015)
Wang, Mengzhen
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112617974
https://urn.fi/URN:NBN:fi:amk-2015112617974
Tiivistelmä
This study aims to propose a more adaptable business model for Finnish Hankintatukku Oy to help it be more successful in China. To achieve the objective, inductive research approach with qualitative and quantitative research methods are used in this thesis. With inductive research approach, data is collected to analyze the main elements inside a business model and marketing development trend in China. As a result, the final proposal comes out based on the marketing development trend in China and the marketing facts of the case company itself.
Basically, this thesis includes two parts: theories and case study. Data for theories mainly comes from books and websites. In the theoretical part, business model is defined and main elements inside a business model are figured out. In addition, marketing analyzing tools such as SWOT analysis, PESTLE analysis are also defined to be used in the emipirical part. And for the case study, the data has two divisions: primary data and secondary data. Primary data comes from the price research and interview, while secondary data is from research results from Internet. In the case study, marketing development trend in China and marketing facts of the case company are introduced and analyzed.
After the research and analysis in the case study part, it was discovered that business model contains four elements, which are customer segments, value proposition, financial model and value chain. It was also discovered that the Chinese middle-class customers are the mass customers and the Chinese business environment is more like Internet oriented. Thus, proposals are made and are regarded as the main findings of this thesis. Hankintatukku Oy could focus more on the Chinese middle class and try to adapt to online channel. Following the business model proposal, as a result, Hankintatukku Oy has potential to develop in China.
Basically, this thesis includes two parts: theories and case study. Data for theories mainly comes from books and websites. In the theoretical part, business model is defined and main elements inside a business model are figured out. In addition, marketing analyzing tools such as SWOT analysis, PESTLE analysis are also defined to be used in the emipirical part. And for the case study, the data has two divisions: primary data and secondary data. Primary data comes from the price research and interview, while secondary data is from research results from Internet. In the case study, marketing development trend in China and marketing facts of the case company are introduced and analyzed.
After the research and analysis in the case study part, it was discovered that business model contains four elements, which are customer segments, value proposition, financial model and value chain. It was also discovered that the Chinese middle-class customers are the mass customers and the Chinese business environment is more like Internet oriented. Thus, proposals are made and are regarded as the main findings of this thesis. Hankintatukku Oy could focus more on the Chinese middle class and try to adapt to online channel. Following the business model proposal, as a result, Hankintatukku Oy has potential to develop in China.