) The author has been commissioned by the case company to come up with a new kind of marketing plan for an office trunking system they are planning to launch in the final third of this year to the Finnish market, supplied by a Scandinavian affiliate. After another year with 2 million growth in revenue the current projection for the fiscal year 2015 is over 8 million. With a combined experience in the field of several decades by a few professionals but also with successful co-operation with two of the industry’s top manufacturers in Northern Europe and a top logistics company in Finland, the case company operated on a 5 million turnover in a matter of few years. Their product portfolio consists of cable ladders, lighting trunkings, office trunkings, outlet poles and floor boxes among many others. The case company supplies some of Finland’s largest electrics wholesalers with its own brands and also products of both domestic and foreign suppliers.
Currently operating with less than 10 employees the area of business covers Finland entirely. The commissioner (referred to as case company due to confidentiality issues restricting competitors’ access to the information presented in the thesis) is a Finnish electrotechnical component manufacturer and supplier, which has been doing business for about five years. Keywords: B2B, SWOT, PESTEL, Porter’s five forces, FAB analysis, Marketing mix, Promotion mix 3 By targeting the right people with ads, direct marketing and personal selling and maintaining more frequent and multifaceted communication and public relations with the market through a social network channel should help reaching the desired target market more effectively and enabling the product’s faster gain of a market share. Main findings made about marketing channels in the industry were that marketing in person is still an effective way of delivering information and creating trust as well as maintaining relationships and that instant availability of product information especially online is becoming more important to customers. In addition to the integral replies received from the research targets through the empirical research, the author’s working experience in the field was also established as being of good use in gathering the information.
The information and theoretical foundation has been acquired by using marketing-related literature, materials online such as internet articles and latest news concerning developments in the industry, also information received from the case company and its affiliate through discussion and e-mail exchange has been utilized. The aim of the research was to learn about the sales process of the products in the case company’s industry from the interviewees’ point of view as well as marketing channels they use to receive information about new products. The empirical part of the research was conducted as a qualitative e-mail interview with a few selected representatives from each market segment defined. The competitive scheme of the industry is depicted by using Porter’s five forces model and the customer analysis is an application of a theory about recognizing roles in an organisation’s purchasing process. analysis to reveal the product’s advantages and benefits to the customer. The product itself and its features are further dissembled with an F.A.B. The theoretical framework aims at analyzing the case company’s macro environment through a PESTEL analysis, as well as the internal and external factors for success with the company SWOT analysis. The purpose of this thesis is to provide the case company some new marketing insights in order to penetrate a market with a new product faster. Tomi Saari Bachelor’s thesis Spring 2015 Degree Programme in International Business Oulu University of Applied ScienceĪBSTRACT Oulu University of Applied Sciences Degree Programme in International Business Author: Tomi Saari Title of thesis: Marketing plan for a new product – A study for a case company Supervisor: Ismo Koponen Term and year when the thesis was submitted: Spring 2015 Number of pages: 55+11 This Bachelor’s thesis was conducted as a commission for a case company operating in the electrotechnical manufacturing and wholesale industry. MARKETING PLAN FOR A NEW PRODUCT A study for a case company