Market Opportunities for Automotive Components Used in Non-automotive Applications Manufacturing : Estonian Industrial Market
Kalajärv, Jaana (2012)
Kalajärv, Jaana
Metropolia Ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012111315220
https://urn.fi/URN:NBN:fi:amk-2012111315220
Tiivistelmä
This thesis examines the opportunities available for automotive components in the Esto-nian non-automotive industrial market.
The literature review part is mainly covers the theory of marketing research, because of the approach chosen for this paper. Only small part of marketing research process is re-searched closer in literature review section, because of the scope of the research. Three most relevant steps for the thesis are chosen from research process for further more in-vestigation, which are: problem definition, development and an approach to the problem, data preparation and analysis. Basic information about entering a new market, measuring the market, buying behaviour and marketing mix are chosen to see what and how oppor-tunities can be found. Another similar research was analysed to see the results for Iberian market research for automotive components that can be used in medical furniture. The final outcome was that the Iberian medical furniture market is an interesting market for technical solution provider, which means that they could aggregate the demand of various manufacturers and offer them customized products.
As secondary research, Estonian economic situation, industrial market and manufacture areas are investigated more closely to understand how big the market is and how changes can affect one another. Past and current information have been taken into account to esti-mate the future. Investigation results show that industrial market for automotive components is rather small, but growing. Manufacture situation is tightly connected to Estonian general industry and economy
The primary research was done by interviewing companies operating in the Estonian manufacturing area and who could use automotive components in their non-automotive applications. As a result of the interviews, 22 respondents were gathered and analysed. Based on the data, the best opportunities seem to be in furniture manufacture at the mo-ment and also for the future, despite the information shown in the secondary data, which shows that furniture manufacture is one of the smallest manufacture groups in Estonia. This knowledge gives more proof that this specific market is small. Annual volumes were another aspect that show the size of the market, which is also small and more suitable for retailers or small suppliers than for bigger direct car parts providers. Growth or steadiness is estimated for the future by the interviewees.
Three recommendations were made as a result of the secondary and primary research: find a partner, investigate the furniture market more closely, and/or enter the market as a technical solution provider. The last outcome was similar to the research done for Iberian medical furniture market.
The literature review part is mainly covers the theory of marketing research, because of the approach chosen for this paper. Only small part of marketing research process is re-searched closer in literature review section, because of the scope of the research. Three most relevant steps for the thesis are chosen from research process for further more in-vestigation, which are: problem definition, development and an approach to the problem, data preparation and analysis. Basic information about entering a new market, measuring the market, buying behaviour and marketing mix are chosen to see what and how oppor-tunities can be found. Another similar research was analysed to see the results for Iberian market research for automotive components that can be used in medical furniture. The final outcome was that the Iberian medical furniture market is an interesting market for technical solution provider, which means that they could aggregate the demand of various manufacturers and offer them customized products.
As secondary research, Estonian economic situation, industrial market and manufacture areas are investigated more closely to understand how big the market is and how changes can affect one another. Past and current information have been taken into account to esti-mate the future. Investigation results show that industrial market for automotive components is rather small, but growing. Manufacture situation is tightly connected to Estonian general industry and economy
The primary research was done by interviewing companies operating in the Estonian manufacturing area and who could use automotive components in their non-automotive applications. As a result of the interviews, 22 respondents were gathered and analysed. Based on the data, the best opportunities seem to be in furniture manufacture at the mo-ment and also for the future, despite the information shown in the secondary data, which shows that furniture manufacture is one of the smallest manufacture groups in Estonia. This knowledge gives more proof that this specific market is small. Annual volumes were another aspect that show the size of the market, which is also small and more suitable for retailers or small suppliers than for bigger direct car parts providers. Growth or steadiness is estimated for the future by the interviewees.
Three recommendations were made as a result of the secondary and primary research: find a partner, investigate the furniture market more closely, and/or enter the market as a technical solution provider. The last outcome was similar to the research done for Iberian medical furniture market.