Abstracts Engineering

Market research : case HH Technology's plans to enter the Swedish market

by Anni Lehtinen

The objective of this thesis is do market research for a company called HH Technology Oy, in order for them to begin their internationalization and plan the launching of their service Coach4pro™ into the Swedish market. HH Technology Oy, is a start-up company located in Espoo that is dedicated to creating leading services based on sensors, mobiles and web technology. Coach4pro™ is the SaaS that they are currently providing. The aim of this study is to research the organization of sports in Sweden, the structure of Sweden’s sports education and a possible primary target market for HH Technology Oy to enter. This research is done by a case study method in order to provide qualitative and quantitative data. The research findings showed, Sweden has a Nordic or Scandinavian model in their sports organization, meaning that it is organized in an independent and voluntary movement. This is unique to only Scandinavian countries. Sweden is also one of the world’s most sporting nations, in relation to its geography and population. This can also be seen in their education system, as since early years of education, sports play an important role in a child’s life and the possibilities or sport education and coaching education carry on right through to adult education. All in all Sweden has 4,396,559 members in sport federations and out of these members great amounts also have licenses to compete in sport. Some of the most popular team sports in Sweden include football, floor ball and ice hockey. Some of the most popular individual sports include athletics (track and field), skiing and automobile sports. Despite some missing statistical data, the findings of this research showed that Sweden could be a possible market for HH Technology Oy to enter with their service and be successful in, as there is a working sport organization system in Sweden, Swedes are encouraged to do sports from an early age, as 92,5% of the Swedish population uses the internet, Sweden is a great sporting nation as there are great numbers of members in sport federation, as Sweden has had great success in sports and as Sweden has advanced mobile markets.; Tämän opinnäytetyön päätavoitteena on tehdä alustavaa markkinatutkimusta HH Technology Oy:lle, jotta yritys voisi aloittaa kansainvälistymistoimet sekä suunnitella Ruotsin markkinoille pyrkimistä. HH Technology Oy on start-up yritys joka sijaitsee Espoossa. He myyvät palvelua nimeltä Coach4pro™ ja heidän tavoitteenaan on luoda antureihin, kännyköihin ja web-teknologiaan perustuvia johtavia palveluita. Tämän tutkimuksen tavoite on tutkia Ruotsin urheiluorganisaatiota, Ruotsin liikuntakasvatusta ja -koulusta ja Ruotsia mahdollisena kohde markkinana. Tämä tutkimus tehtiin tapaustutkimus menetelmin. Tutkimustulokset osoittivat, että Ruotsissa on pohjoismainen urheiluorganisaatio, joka perustuu itsenäiseen ja vapaaehtoiseen toimintaan. Kyseinen malli on ainutlaatuinen ja sitä käytetään vain Skandinavian maissa. Ruotsi on myös yksi maailman eniten urheilevista kansoista suhteessa sen kokoon ja väestölukuun.…