Making an international food and beverage brand successful in Finland : case: KOI Thé

Koi Thé is a known milk tea brand that originated in Taiwan and has gained significant popularity across various regions in Asia. Moreover, Finland presents itself as a favorable market for the products and services offered by multinational corporations. The thesis looked at the Finnish market, with a particular emphasis on Helsinki, to explore strategies for achieving success with KOI in Finland. The study mainly used a quantitative research method. The primary target market for the online survey consisted of Helsinki residents spanning from young adults to middle-aged individuals. Also, the study provided an overview of the KOI Thé brand's history and investigated the current state of the Finnish tea and milk tea industry using PESTEL analysis, Porter's five forces analysis, a survey, and the SWOT analysis method. According to the findings of the study, Finland has the potential to become a key market for foreign companies such as KOI Thé because the country is open to the needs of the Finnish people. And, for KOI Thé to be successful in Finland, KOI must invest significant time in researching Finnish taste, a good location and an effective marketing plan. Despite the obstacles and difficulties that businesses may face, KOI Thé provides various opportunities for success and breakthroughs