The aim of this master thesis is to show how important it is to make deep market investigations of the present situation before expensive market activities are decided and entered into the market in question. Many industrial market plans are released without a complete knowledge and is not positive to the growth of market shares. To increase market shares, the best approach is to combine a detailed knowledge of the market with established market analysis theories like SWOT, Porter and Kotler.
MAHA Maschinenbau Haldenwang GmbH & Co. KG (MAHA) is the company which this master´s thesis has been executed placed in 150 km southwest of Munich Germany. MAHA is a global company that designs, produces and sell vehicle repair and testing equipment to vehicle repair facilities stations, government and private testing organizations as well as the automotive industry. MAHA has businesses in over 130 countries and has a good position in the market due the high quality of its products. However, MAHA have not in the past put resources in investing the markets prior to heavily market investments but have realized its necessity to be able to increase their market shares in markets with high competition.The investigation includes three different markets: Japan, Russia, and Italy. The markets have in common a complicated bureaucracy and complicated countries for foreign companies to entry. The differences between the countries are the geographical location, culture, selling actions, service demand and marketing activities plus the mature of the technical level.By using information sources like printed literature, sources available on the Internet and branch organizations, interviews and questionnaires with qualities and quantities methods for both employees, distributors, competition and end-customers a huge volume of collected data has been summarized and analysed by using different marketing models ending up in conclusions and suggestions for MAHA to make the right marketing decisions aiming for a larger share of the market.The result of this master’s thesis research has shows that the three markets should be treated different because of that the markets are in different levels of their development. The markets demand different products and is needed to be treated different. The Japanese market is much closed for foreign companies, need to be approached in the Japanese language, demand high quality and quick service plus has the highest technical level. The Russian market is a market, which is increasing at the moment. The Russian market involves a lot of potential and MAHA has a good market share in the market. The Italian market is the market, which involves most competitors. In the Italian market the main European competitors are active.For all three markets Japan, Russia and Italy, the conclusions for MAHA vary. In Japan the most important factors is to find a partner or find an extreme high technical niche product, which doesn’t have any correspondence in the existing Japanese market. In Russia should MAHA´s organization expand and increase, but there is no need for large changes. In Italy MAHA should stake on one product group and specialize on it.
Author: Charlotte Wallin
Source: Blekinge Institute of Technology
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Contents
1.1 Background
1.2 Research problem
1.3 Aim
1.4 Limitations
1.5 Terminology
2 Methodology
2.1 How the master thesis has been carried out
2.2 Data Collection
2.3 Theoretical models and analysis methods
2.4 Validity and reliability
3 Theories
3.1 Marketing
3.1.1 Business-to-business marketing
3.1.2 Understanding the market
3.1.3 Marketing channels
3.1.4 Types of marketing activities
3.2 Markets
3.2.1 Differences between countries
3.2.2 The five competitive forces
3.2.3 Competitor benchmarking
3.3 Methods for description of companies and competitors
3.3.1 The SWOT-model
3.3.2 Kotler´s P´s
3.3.3 Strategic Analysis
3.3.4 Competitive advantage
4 MAHA Maschinenbau Haldenwang GmbH & Co. KG
4.1 MAHA´s products
4.2 MAHA´s organization
5 Presentation of the three markets
5.1 Introduction of the three markets
5.2 Economical look out in Japan
5.2.1 Japanese vehicle testing organizations
5.2.2 Japanese vehicle repair facilities
5.2.3 Automobile exhibitions in Japan
5.2.4 Competitors in Japan
5.2.4.1 Overview table of competitors in Japan
5.2.4.2 Uninvestigated competitors in the Japanese market
5.2.5 Distributors of interest to vehicle repair facilities in Japan
5.2.6 Actual and potential customers in Japan
5.3 Market situation in Russia
5.3.1 Russian vehicle testing organizations
5.3.2 Russian vehicle repair facilities
5.3.3 Automobile exhibitions in Russia
5.3.4 Competitors in Russia
5.3.4.1 Overview table of competitors in Russia
5.3.4.2 Uninvestigated competitors in Russia
5.3.5 Distributors of interest to automotive repair facilities
5.3.6 Actual and potential customers in Russia
5.4 Market situation in Italy
5.4.1 Italian vehicle testing organizations
5.4.2 Italian vehicle repair facilities
5.4.3 Automobile exhibitions in Italy
5.4.4 Competitors in Italy
5.4.4.1 Overview table of competitors in Italy
5.4.4.2 Uninvestigated Italian competitors
5.4.5 Interesting distributors to automotive repair facilities in Italy
5.4.6 Actual and potential customers in Italy
6 Summary of the markets
6.1 Summary of Japan
6.1.1 Summary of the Japanese turnover of different vehicle testing equipment
6.1.2 Summary from interviews related to the Japanese vehicle testing equipment market
6.1.3 Summary of the market share in Japan
6.1.4 Summary of competitors in Japan
6.2 Summary of Russia
6.2.1 Summary from the interviews related to the Russian vehicle testing equipment market
6.2.2 Summary of the market share in Russia
6.2.3 Table of competitors in Russia
6.3 Summary of Italy
6.3.1 Summary from the interviews related to the Italian vehicle testing equipment market
6.3.2 Summary of the market share in Italy
6.3.3 Table of competitors in Italy
7 Analysis
7.1 Analysis of Japan
7.1.1 Analysis of the market structure in Japan
7.1.4 SWOT-analysis for Japan
7.1.2 Analysis of the five competitive forces
7.1.3 Analysis of the P´s
7.1.5 Analysis of the competitors in Japan
7.1.6 Analysis of the marketing activities in Japan
7.2 Analysis of Russia
7.2.1 Analysis of the market structure in Russia
7.2.4 SWOT-analysis for Russia
7.2.2 Analysis of the five competitive forces
7.2.5 Analysis of the competitors in Russia
7.2.6 Analysis of the marketing activities in Russia
7.3 Analysis of Italy
7.3.1 Analysis of the market structure in Italy
7.3.4 SWOT-analysis for Italy
7.3.2 Analysis of the five competitive forces
7.3.3 Analysis of the P´s
7.3.6 Analysis of the marketing activities in Italy
8 Conclusions
8.1 Conclusions about Japan
8.1.1 In relation to the aim
8.1.2 Suggestions on proposals for MAHA in Japan
8.2 Conclusions about Russia
8.2.1 In relation to the aim
8.2.2 Suggestions on proposals for MAHA in Russia
8.3 Conclusions about Italy
8.3.1 In relation to the aim
8.3.2 Suggestions on proposals for MAHA in Italy
8.4 Future research problems
9 References
9.1 Interviews and questionnaire
9.2 Homepages
9.3 Printed literature
9.4 Printed articles
10 Appendix
10.1 Detailed information about the competitors in Japan
10.1.1 MAHA Japan
10.1.2 Cartec
10.1.3 Beissbarth
10.1.4 Snap-on Tools Japan K.K.
10.1.5 Nussbaum
10.1.6 Hunter Engineering Company
10.1.7 Autop Maschinenbau GmbH
10.1.8 Dynopack
10.1.9 Sanko
10.1.10 Banzai
10.1.11 Bishamon Sugiyasu Corporation
10.1.12 Dynotech
10.1.13 Anzen Motor Car Co., Ltd
10.1.14 Iyasaka Limited
10.2 Detailed information about the competitors in Russia
10.2.1 MAHA in the Russian market
10.2.2 Cartec
10.2.3 Muller Bean SA
10.2.4 Nussbaum
10.2.5 Hofmann Werkstatt-Technik
10.2.6 Sherpa
10.2.7 Ravaglioli
10.2.8 O.M.A
10.2.9 Stenhoj
10.2.10 J.A. Becker & Söhne
10.2.11 Beissbart
10.3 Detailed information about the competitors in Italy
10.3.1 MAHA Italy
10.3.2 Facoman
10.3.3 Mondial Lift
10.3.4 Ravaglioli
10.3.5 Texo Lift
10.3.6 OMCN
10.3.7 O.ME.R
10.3.8 Corghi
10.3.9 Werther International
10.3.10 Snap-on Equipment Srl a Unico Socio
10.3.11 Beissbart
10.3.12 Cartec
10.3.13 Bapro
10.3.14 Simpesfaip
10.3.15 Motorscan
10.4 Detailed information about the distributors in Russia
10.4.1 Technoalliance
10.4.2 Technoservice
10.5 Detailed information about the distributors in Italy
10.5.1 Pesci Attrezzature
10.5.2 Utensil85
10.5.3 Motorscan Roma
10.5.4 Informauto
10.6 Methodology
10.6.1 Data Collection
10.6.2 Qualitative and quantitative methods
10.6.3 Validity, reliability and generalizing
10.7 Investigated products
10.8 Interview questions for employees at MAHA Haldenwang
10.9 Interview questions for the represents in the market
10.10 Interview questions for customers in the market
10.12 Interview questions for distributors in the market
10.13 Request to the Russian customs