The Potential of DABBA products in Finland

Expanding into a new market can be an efficient way to develop a business. Assessing ifsuch a growth opportunity is feasible must be a meticulous and targeted process. The following thesis was created to help Dabba company from Latvia estimate the potential of its organic cosmetic products in the Finnish market. The empirical research was implemented via quantitative method in the form of online and location-specific questionnaires and a qualitative method in the form of interviews with Dabba. The main research question of the study was about defining a target population and a marketing strategy to reach it,taking into account the current market context and the psychological aspects of the consumer behavior. The answer to this research question was backed up by an ample theoretical study that discussed the subjective/emotional mechanisms that lead to a purchase. From recognizing the need for a product to the decision making process that ends up with buying it against the competition and to the possible marketing strategies, from a pricing point of view, that can be utilized to reach the targeted population. The theoretical discussion and conclusions were matched by the empirical research. The targeted population was determined to be females between 21 and 40 years old, a population segment that uses the internet to do their research and that are welcomingDabba in a cosmetics market that already has established brands, also analyzed in the research body. The organic products of Dabba inspire great value and the price is just right for a very large segment of the active cosmetics buying population