B2B Guide to Ukraine : a study on sales and distribution strategy. case: Planmeca Oy
Farnalskiy, Denys (2013)
Farnalskiy, Denys
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013112417940
https://urn.fi/URN:NBN:fi:amk-2013112417940
Tiivistelmä
This paper provides a study on existing situation of the product sales and distribution strategy of the dental equipment product in the market of Ukraine for the Finnish dental equipment manufacturing company Planmeca Oy. In particular, the thesis focuses on the manufacturer and its product distributor in Ukraine based on empirical data of a single case study. The thesis concentrates on the process of identification of other available and appropriate for Ukrainian market entry mode alternatives, their possible implementation into existing distribution approach, and formulating the main aspects that are significant for rewriting the map of the product distribution towards Ukraine. The background information and market analysis of the dental equipment business segment in Ukraine are introduced. The concept of marketing strategy, its derivatives and principles for the future development are discussed.
The market potential and competitive advantages of the Finnish manufacturing company and its product among other existing competitors on the market of Ukraine are explored and presented. The research approach of this thesis is deductive. In order to analyze the dental equipment industry of Ukraine and its market specific features on a deeper level, the theoretical models such as PESTLE and Porter’s Five Forces are applied. In order to define manufacturer’s major strengths, weaknesses, opportunities and threats, SWOT analysis is utilized. The critical issues and competences relevant to the product features and dental equipment market segment specific factors are discussed and evaluated.
The findings of this study indicate that other appropriate alternatives for entering market of Ukraine are available and their implementation into existing distribution approach is possible. The key aspects of the possible barriers and challenges for entering dental equipment market of Ukraine are assessed and represented. Based on conceptual discussion and the results obtained from the case study and performed analysis, adjustments to the existing product distribution strategy are proposed and recommended.
The market potential and competitive advantages of the Finnish manufacturing company and its product among other existing competitors on the market of Ukraine are explored and presented. The research approach of this thesis is deductive. In order to analyze the dental equipment industry of Ukraine and its market specific features on a deeper level, the theoretical models such as PESTLE and Porter’s Five Forces are applied. In order to define manufacturer’s major strengths, weaknesses, opportunities and threats, SWOT analysis is utilized. The critical issues and competences relevant to the product features and dental equipment market segment specific factors are discussed and evaluated.
The findings of this study indicate that other appropriate alternatives for entering market of Ukraine are available and their implementation into existing distribution approach is possible. The key aspects of the possible barriers and challenges for entering dental equipment market of Ukraine are assessed and represented. Based on conceptual discussion and the results obtained from the case study and performed analysis, adjustments to the existing product distribution strategy are proposed and recommended.