A new marketing strategy for Bagaren och Kocken A study of the Finnish market
Typ
Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Program
Supply chain management (MPSCM), MSc
Publicerad
2024
Författare
Sochon, Emilia
Svensson, Felicia
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
Expanding into new international markets within the business to consumer (B2C) segment can
be challenging for a foreign company. An international company must consider several aspects
to ensure a successful business across all its markets. This thesis digs into the specific
challenges encountered by Bagaren och Kocken, a Swedish e-commerce kitchenware
company, on the Finnish market. Despite its successful operations in Sweden, Norway, and
Denmark, Bagaren och Kocken faces obstacles in Finland due to a lack of brand presence and
understanding of the local market dynamics, including consumer preferences and behaviors.
Therefore, the aim of this master’s thesis is to map the Finnish e-commerce and kitchenware
market and based on this develop a new marketing strategy on the Finnish market.
The research methodology comprises three key steps. Firstly, interviews were conducted with
Bagaren och Kocken personnel to gain insights into their current operations in the Finnish
market. Subsequently, an external situation analysis of the Finnish market was undertaken,
where both interviews with industry experts and secondary data was gathered. Finally,
integrating the findings from both internal and external analyses, a new marketing strategy was
formulated for Bagaren och Kocken's Finnish operations. The strategy includes how the
company should develop its position, current product offerings, pricing strategies, distribution
channels, promotional activities, and management of customer relationships to cater to the
specific needs, behaviors, and competition of the Finnish market.
Considering the company’s existing ways of working, some adjustments are necessary to meet
and exceed the Finnish customers’ expectations. Firstly, the company should aim for a
positioning strategy of differentiation in Finland. Secondly, the same product assortment as is
offered today should be kept, only incorporating smaller changes, such as adding Miele and
Jhula Mokka and increasing the product mix depth of deep-oven dishes and coffee related
products. Thirdly, the company should continue to work with competitive-based pricing.
Promotional pricing and special event pricing should also be used, however to a limited extent.
Fourthly, it is recommended to ensure that all messages and advertisements are tailored towards
the Finnish market and correctly written in Finnish. Moreover, social media marketing and
email marketing should be incorporated. Opening up pop-up stores in Helsinki is also
suggested. Fifthly, the company should keep offering the products online, and offer deliveries
with PostNord and Posti. Fossil-free deliveries should also be added. Lastly, Finnish speaking
customer service personnel should be hired and a loyalty program developed. It is also
important to provide clear information on the website. By aligning strategies with Finnish
consumer preferences, Bagaren och Kocken can seize opportunities for market expansion and
enhanced sales.
Beskrivning
Ämne/nyckelord
Finland , e-commerce , kitchenware , external situation analysis , marketing strategy