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Author: | Muiruri, Dennis |
Title: | A study on market attractiveness - Seeking new markets for steel products and services |
Publication type: | Master's thesis |
Publication year: | 2014 |
Pages: | iii + 92 s. + liitt. 22 Language: eng |
Department/School: | Perustieteiden korkeakoulu |
Main subject: | Yritysstrategia ja kansainvälinen liiketoiminta (TU-91) |
Supervisor: | Maula, Markku |
Instructor: | Keil, Thomas ; Kostama, Hanna |
Electronic version URL: | http://urn.fi/URN:NBN:fi:aalto-201507013755 |
OEVS: | Electronic archive copy is available via Aalto Thesis Database.
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Location: | P1 Ark Aalto 2389 | Archive |
Keywords: | market entry multi-criteria decision analysis market analysis |
Abstract (eng): | New growth opportunities in business can be realized by introduction of a company's existing products and services to new markets. The decision of which markets to pursue becomes critical to a firm's strategy and therefore a keen analytical approach should be employed to support this decision. Market analysis could also be conducted on a continuous basis to check for changing fundamentals in the operational environment that could undermine a firm's existing strategy. The main objective of this study is to develop a method to analyse a group of potential markets for entry given certain requirements or set of conditions. The study further demonstrates use of the developed method in analysing potential markets for entry within the steel industry. This study utilizes Porter's five forces framework to analyse the overall steel industry. Additionally, the weighted multi-criteria decision analysis (MDA) method is applied towards creating a framework to analyse the various countries data. Data used in the study is obtained from third party databases. Through the developed analysis framework, this study identifies attractive countries for market entry. The results are further visualized on a two by two matrix where all the countries included in the sample are plotted therefore indicating a portfolio of countries providing various investment opportunities based on the respective macro-economic conditions and the condition of the steel industry within the respective countries. The designed method of analysis was observed to be useful in providing high-level strategic planning input, which further facilitates refined business and operational strategic analysis. |
ED: | 2014-12-10 |
INSSI record number: 50141
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