Market analysis of the insulation industry

This thesis was commissioned by a Finnish start-up Fiberwood Oy. Fiberwood is a company that is entering the insulation market in Finland and is already preparing to expand into new markets. In order to make plans for future possibilities, the company wanted research conducted to determine which markets would have good business potential for their product. The commissioner had certain parameters that had to be researched in the study including legal matters and marketing practices. The objective of this study is to determine the markets with the most potential and discover ways to obtain market share. All parties involved with the thesis planned a schedule and research plan. The scope of study was determined and the research methods defined. It was agreed upon that the data would be obtained through desk research and secondary data sources available online. The information would then be applied to strategic frameworks to evaluate each market. The research shed light on elements that the different markets consist of. In addition to that, combined evidence from past studies in the field suggest alternative methods to engage potential customers in the market as well as understand what makes the sale from their customer’s perspective. With the research findings, the authors define which countries have the best potential for Fiberwood. There are also suggestions in terms of marketing approaches, service design and advice for the next research project