AbstractsBusiness Management & Administration

How Can Asian Snack FuLoi Plan Successful Entering to Greater Helsinki Area? : Market research

by Loc Nguyen

Institution: Savonia-ammattikorkeakoulu
Year: 2014
Record ID: 1132918
Full text PDF: http://www.theseus.fi/handle/10024/78567


This thesis introduces the significant factors of market research and its importance when considering doing international business. Furthermore, it could be useful for investors who have same favour to enter Finnish market. The case company is Asian Snack FuLoi- a German food industry company looking for new market. The goal of this study was to investigate the possibility for a company to enter Finland in general and Greater Helsinki in particular. The thesis was structured with theoretical part about market research, entry mode and factors affecting selection of entry mode. For primary part, the author interviewed Ms Huong Nguyen, regional manager from case company and carried out a survey to figure out Finnish people’s perception toward Asian restaurants. As a result, Finland can be seen as potential market for company due to minimum market barriers, stable policy and economic. In addition, the survey’s result found out that people showed positive attitude and they considered to visit Asian restaurant. About operation, franchising is considered as the most reasonable entry mode in term of pros and cons. Then, a suitable designed marketing mix as well as further recommendations are mentioned. For the success’s sake, company should target age 20-39 group with high quality meals and have promotion on special event like Valentine’s day, Father’s day, Mother’s day..