Entering the Finnish food and beverage market : case company Phuc Long Coffee & Tea
Vu, Thi Bao Ngoc; Chu, Tuan Kiet (2022)
Vu, Thi Bao Ngoc
Chu, Tuan Kiet
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202301121249
https://urn.fi/URN:NBN:fi:amk-202301121249
Tiivistelmä
The Phuc Long Coffee & Tea brand is well-known throughout Asia, and it has gained iconic status in Vietnam. They are constantly pursuing expansion of their product ranges and brand names into international markets. The potential of the product prompted the author of the thesis to investigate the Finnish food and beverage industry to determine if Phuc Long could enter the market.
Quantitative and qualitative approaches have been used in this thesis. The primary qualitative and quantitative data was collected through an online survey. The target audience of the online survey was the young people currently living and working in Finland. The questions are structured, rehearsed, and scripted from the start to be both open and in-depth.
Using situational analysis methods such as PESTEL, Porter's five forces, data analysis, the study provides an overview of the case company as well as information regarding the Finnish market environment. These enable the authors to analyse the market's characteristics, the case firm's qualities, and the relevant market and case company elements.
The study shows that Finland could be a potential target country for the case company as the country is willing to raise the number of foreign investment and companies. The living condition in Finland are high and people are become more open to the international brands. Nevertheless, Phuc Long Coffee & Tea can rely on the author's market approaches and research to get more precise plans in place even though the Finnish market is growing more unpredictable due to external environment has been under rapid changes caused by uncertain economy, rising inflation, and ongoing energy crisis causing pressure on consumer prices. Therefore, the author recommend Phuc Long Coffee & Tea should not enter to the Finnish market at the moment as the external risk are very high.
Quantitative and qualitative approaches have been used in this thesis. The primary qualitative and quantitative data was collected through an online survey. The target audience of the online survey was the young people currently living and working in Finland. The questions are structured, rehearsed, and scripted from the start to be both open and in-depth.
Using situational analysis methods such as PESTEL, Porter's five forces, data analysis, the study provides an overview of the case company as well as information regarding the Finnish market environment. These enable the authors to analyse the market's characteristics, the case firm's qualities, and the relevant market and case company elements.
The study shows that Finland could be a potential target country for the case company as the country is willing to raise the number of foreign investment and companies. The living condition in Finland are high and people are become more open to the international brands. Nevertheless, Phuc Long Coffee & Tea can rely on the author's market approaches and research to get more precise plans in place even though the Finnish market is growing more unpredictable due to external environment has been under rapid changes caused by uncertain economy, rising inflation, and ongoing energy crisis causing pressure on consumer prices. Therefore, the author recommend Phuc Long Coffee & Tea should not enter to the Finnish market at the moment as the external risk are very high.
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