The strategic use of service design to enter the market of Finland : case PLŪKT
Lieplapa, Māra (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023062624309
https://urn.fi/URN:NBN:fi:amk-2023062624309
Tiivistelmä
The focus of the thesis was to apply service design methods and tools to develop a strategy to enter the market of Finland with premium Nordic herbal tea brand. The goal was to propose a step-by-step guide to enter the market and propose to the commissioner a service blueprint as a potential draft for the strategy development. The research questions that guided the study were:
[1] What are the influencing factors for creating a successful market entry strategy? [2] How can the company reach the needs of consumer in Finland?
The company has entered 18 foreign markets, however it faced challenge when entering Scandinavian market. Researching the trends, consumer behavior and market characteristics of Finland allows to have an overview of one of the Scandinavian countries. Service design tools add customer-centered and holistic insights which help to set apart the market entry strategy from the other ones.
Regardless of the market of entry, learning about customer needs, values and habits are crucial factors that determine the success of a newcomer brand.
[1] What are the influencing factors for creating a successful market entry strategy? [2] How can the company reach the needs of consumer in Finland?
The company has entered 18 foreign markets, however it faced challenge when entering Scandinavian market. Researching the trends, consumer behavior and market characteristics of Finland allows to have an overview of one of the Scandinavian countries. Service design tools add customer-centered and holistic insights which help to set apart the market entry strategy from the other ones.
Regardless of the market of entry, learning about customer needs, values and habits are crucial factors that determine the success of a newcomer brand.