Year: 2012
Type: dissertation
Abstract: This thesis copes with finding a niche market in Finnish fashion industry and based on the findings, a business idea is generated as well as a business plan is completed for the case company MW Oy, which is founded by the authors of the thesis. This thesis concentrates on the process of formulating the business idea rather than implementing the business plan, even though the business plan is an essential part of the study. \n \nWhen dealing with theoretical framework, to better analyze the Finnish fashion industry and Chinese fashion industry, theories such as PESTEL Analysis and Porter’s Five Forces Analysis are applied. Some business models of existing companies in Finnish fashion industry are examined and evaluated, and based on the findings, the authors come to a conclusion that a niche market lies in the scarf and similar accessories sector. SWOT analysis is used to present the strengths, weaknesses, opportunities and threats of both MW Oy and its main competitors. Later on, a preliminary business plan is created accordingly using the Hoffren Business Idea Model, with emphasis on the market need, image, product, target group, mode of operations and resources. \n \nThe research method used in this thesis is qualitative research method, thus qualitative data is collected through unstructured interviews with entrepreneurs and popular Finnish fashion bloggers in the Finnish fashion industry, on the other hand, literature related to the field of study is acquired from publications such as articles, journals, written books and online sources.
Source: Theseus (Ammattikorkeakoulujen)
Authors: Mira Valkjärvi, Weimu You
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2225737366