TAMPEREEN AMMATTIKORKEAKOULU University of Applied Sciences
INTER
NATIONAL

BUS S T A M P E R E E N I N EM S A T T I K O R K E A K O U L U A M UNIVERSITY OF APPLIED SCIENCES

BUSINESS SCHOOL

FINAL THESIS REPORT

A Marketing Analysis of Household Appliances Market in Finland A Case Study for the Haier Group

Na Wang

Degree Programme in International Business May 2009 Supervisor: Shaidul Kazi

TA

MPERE

2009

TAMPEREEN AMMATTIKORKEAKOULU University of Applied Sciences
INTER
NATIONAL

2

B

USINESS

Writer(s): Study Programme(s): Title of Thesis

Na Wang International Business

A Marketing Analysis of The Household Appliances Market in Finland, A Case for the Haier Group

Month and Year of Completion: Supervisor:

May 2009 Shaidul Kazi Number of Pages: 57

ABSTRACT

A company which wants to enter into a new market must first understand the target market’s business environment and how to create and retain customers by providing better value than the competition. As the environment changes, businesses must adapt in order to maintain strategic fit between their capabilities and the marketplace. The process by which businesses analyze the environment and their capabilities and decide upon courses of marketing action is called marketing analysis. A marketing analysis can help the company to make decisions based on the marketing information they have. The aim of this thesis is to form a marketing analysis for Haier Group on the basis of an analysis of its external and internal business environment. This involved evaluating the company’s different marketing activities. The business environment of Finland – Haier’s target market – has also been analysed and evaluated in order to find out whether Finland could be a potential country for investment and market entry. Finally, Haier’s objectives have been defined. . The research