Launching Mare’s Milk in Finland: Case Study of a Finnish Mare’s Milk Producer
Räsänen, Saana (2014)
Räsänen, Saana
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201401291808
https://urn.fi/URN:NBN:fi:amk-201401291808
Tiivistelmä
The goal of the present paper is to find out the current state of mare’s milk market in Finland, find out target groups for the possible products made out of mare’s milk and ways to market the products in Finland. In this thesis Finland has been compared to selected benchmarked European countries. The commissioner has been used as a case study in this thesis to reflect to the situation around the commissioner. The research is conducted with the help of primary and secondary research. In the end of this thesis basic productizing and marketing plans are introduced and target groups suggested for the possible Finnish mare’s milk products.
The thesis is a qualitative practice-based research by nature and it was conducted during the autumn of 2013. The implementation of the thesis consisted of the following stages: (1) writing of literature review and collecting of secondary data, (2) data collection via themed personal interviews, and (3) data analyses and reporting. Eight experts of different fields were interviewed for this thesis. The interviews were recorded. The collected data was analysed with the help of Porter’s five forces and Marketing mix analyses. The commissioner was kept in mind trough out the thesis providing a case study in the analytical section as well.
On the basis of the results of this research, it can be concluded that mare’s milk as a concept is new to Finnish people, thus unknown. Benchmarking from European countries that are more familiar with mare’s milk has been successful and it is possible that the practices could be brought to Finland. The industry is new which means that there is a lot of work to be done before products made out of mare’s milk would have a large market in Finland.
The thesis is a qualitative practice-based research by nature and it was conducted during the autumn of 2013. The implementation of the thesis consisted of the following stages: (1) writing of literature review and collecting of secondary data, (2) data collection via themed personal interviews, and (3) data analyses and reporting. Eight experts of different fields were interviewed for this thesis. The interviews were recorded. The collected data was analysed with the help of Porter’s five forces and Marketing mix analyses. The commissioner was kept in mind trough out the thesis providing a case study in the analytical section as well.
On the basis of the results of this research, it can be concluded that mare’s milk as a concept is new to Finnish people, thus unknown. Benchmarking from European countries that are more familiar with mare’s milk has been successful and it is possible that the practices could be brought to Finland. The industry is new which means that there is a lot of work to be done before products made out of mare’s milk would have a large market in Finland.