Marketing Plan for a New Product : A Study for a Case Company
Saari, Tomi (2015)
Saari, Tomi
Oulun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505158348
https://urn.fi/URN:NBN:fi:amk-201505158348
Tiivistelmä
This Bachelor’s thesis was conducted as a commission for a case company operating in the electrotechnical manufacturing and wholesale industry. 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.
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 product itself and its features are further dissembled with an F.A.B. analysis to reveal the product’s advantages and benefits to the customer. 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.
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 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 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. 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.
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. 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.
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 product itself and its features are further dissembled with an F.A.B. analysis to reveal the product’s advantages and benefits to the customer. 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.
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 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 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. 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.
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. 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.