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dc.contributor.advisorDomenghino, Michael
dc.contributor.authorManalo, Louie
dc.contributor.otherFirma: Handelskammer beider Basel| Kontakt: Rebecca Vitelli| PLZ/ Ort: Aeschenvorstadt 67, 4010 Basel
dc.date.accessioned2015-09-02T07:28:45Z
dc.date.available2015-09-02T07:28:45Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/11654/4328
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-2263
dc.description.abstractA holistic European market research approach combines multiple models and frameworks for assessing a firm s position in its internal and external ecosystem. Cluster research, the correct selection of metrics and leading indicators are pertinent for choosing the right markets. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isoen_UK
dc.accessRightsAnonymous
dc.subjectEuropean market research
dc.subjectcluster research
dc.subjectinternational market expansion
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleEuropean Market Research
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadA holistic European market research approach combines multiple models and frameworks for assessing a firm s position in its internal and external ecosystem. Cluster research, the correct selection of metrics and leading indicators are pertinent for choosing the right markets.
fhnw.initialPositionA firm is seeking to expand into other European markets. The firm is already established in several Western European markets. The starting research point was to determine which markets had demands for services, locate existing customer segments and recommend which markets to enter. The research outcome had to distinguish between two types of sites.
fhnw.procedureFollowing a literature review, an internal analysis was performed using the 5C s framework. Within this framework, further tools including various strategic analysis methods were applied. The external analytical tools used were the CAGE framework, cluster research of selected economic sectors and a quantitative analysis of secondary data from international organisations including several reports. Employment demand, cluster sizes and graduates were the leading indicators used. Secondary data was standardised to allocate scores and was the base for recommendations.
fhnw.resultsThe first type of site results showed Northern markets present great potential for expansion with high demand for services. Western European markets are generally more attractive. This is due to larger market sizes and better business environment. Cluster results revealed that markets are dominated by a few regions where cluster sizes and their total share is high. The result indicated markets are concentrated in key strategic locations. The second type of site results suggested Eastern European markets are the most attractive but present a more challenging business environment particularly moving further eastward. The main reason for attractiveness is the high number of graduates and lower levels of income per capita. The research benefit is that by combining CAGE elements together with business and market indicators, a more accurate market assessment can be made. Cluster research and targeting is an efficient method for locating customers and local market size. The use of lead indicators is beneficial for better research focus.
fhnw.IsStudentsWorkYes


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