MARKET ENTRY TO THE DUCTH CHILDREN FURNITURE MARKET: CASE KUOPION WOODI OY
Muhonen, Antti (2017)
Muhonen, Antti
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201703213550
https://urn.fi/URN:NBN:fi:amk-201703213550
Tiivistelmä
Kindergartens and elementary schools are facing a change in the Netherlands. The decrease of children and demographic movements affect these educational institutes. New schools are emerging from merges of existing smaller facilities, which opens a potential demand gap for furniture companies.
Despite these changes, Kuopion Woodi Oy is planning to start operating in the Netherlands, more specifically the Friesland Region. A market research has been conducted to solve whether the Dutch children furniture market is feasible. Information on the target market is gathered and utilized to create a market entry method.
This thesis applies interviews with kindergartens, elementary schools and people relevant to the case. Secondary data is gathered from different data banks. PEST and SWOT analyses are utilized for further understanding of the Dutch market and options for Woodi.
The most feasible market entry method for Woodi is through trade fairs. By promoting its products’ outstanding quality and services, the case company can differentiate from the competitors to its advantage. Additionally, trade fairs bring potential partners that can help with the distribution and service provision of their products. Based on the information and data gathered the author sees potential in the Dutch market for Kuopion Woodi Oy’s prod-ucts. The situation might be challenging, but with great quality and correct promotion market entry will be possible.
Despite these changes, Kuopion Woodi Oy is planning to start operating in the Netherlands, more specifically the Friesland Region. A market research has been conducted to solve whether the Dutch children furniture market is feasible. Information on the target market is gathered and utilized to create a market entry method.
This thesis applies interviews with kindergartens, elementary schools and people relevant to the case. Secondary data is gathered from different data banks. PEST and SWOT analyses are utilized for further understanding of the Dutch market and options for Woodi.
The most feasible market entry method for Woodi is through trade fairs. By promoting its products’ outstanding quality and services, the case company can differentiate from the competitors to its advantage. Additionally, trade fairs bring potential partners that can help with the distribution and service provision of their products. Based on the information and data gathered the author sees potential in the Dutch market for Kuopion Woodi Oy’s prod-ucts. The situation might be challenging, but with great quality and correct promotion market entry will be possible.