Country analysis and market entry plan for Tutto Piccolo S.A. Internationalisation. Finnish market

Abstract

[EN] The thesis focuses on studying the characteristics of Finland as a country and target market for the internationalization of Tutto Piccolo and the analysis of the most viable entry mode for the case company. Tutto Piccolo is a company operating in the children's fashion sector and is already present in several countries worldwide, but not yet in Finland, which justifies the study. During the thesis process, both qualitative and quantitative research methods are used. A deductive research approach is used since the study aimed to start with the general theory and end with a viable solution for the company. Both primary and secondary sources are utilized in this research. Primary data was collected through interviews and an online survey. The research is carried out using the following situational analysis tools: SWOT, PEST, and Porter's Five Forces. Also, interviews are conducted with both the financial director of the case company and the potential Finnish consumers. Moreover, an online survey of the population between 30 and 45 years old was conducted to obtain statistical data on consumer habits. From the data obtained, the author of the thesis reached conclusions. Tutto Piccolo is an unknown brand in Finland, and it would have main competitors with very similar aesthetic characteristics: Metsola, Nosh, Blaa, and Aarrekid. These brands have a casual style, clothing also in demand by Finnish consumers beyond sportswear. Among the characteristics of Finnish purchasing decisions when it comes to children's and baby clothing, there are three key factors: quality, price, and brand values. Such purchases occur approximately every three months. Based on this information, together with the theory regarding entry into a new market, it is determined that the most viable option for Tutto Piccolo is the direct export mode, using the help of qualified sales representatives.