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How to segment market and launchMinimum Variable Product for retail start-ups market entrance
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In recent years, start-ups grow significantly all over the world especially in U.S and Europe.  However,  most  of  start-ups fail  in  early stage.  One  of  the most  common reasons is that it is difficult for start-ups to get market entrance.

This thesis is focus on retail industry and uses one start-up - Teemaa Oy as a case study.  TeeMaa  Oy  has  problem  of  market  entrance  in  early  stage.  The  research question of this thesis is for retail start-ups, how to get market entrance in early stage? In the case study, Teemaa Oy finds early adopters and gets market entry through refining new market segments and Minimum Variable Products. By showing the case of TeeMaa Oy, this thesis ends with conclusion and suggestion that for retail start-ups, defining market segmentation and launch minimum variable product can help to entry into the market in the early stage. The goal of this research is to recommend retail start- ups with market entry problems to refine market segmentation and minimum variable product to get market entry like TeeMaa Oy and to emphasis the importance of market segmentation and minimum variable product.

Place, publisher, year, edition, pages
2014. , 58 p.
Keyword [en]
Market entrance, retail start-ups, market segmentation, minimum variable product (MVP), The lean startup.
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-159068OAI: diva2:782255
Available from: 2015-01-27 Created: 2015-01-20 Last updated: 2015-01-27Bibliographically approved

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