Growth strategy in the field of event promotions : case study - OFRD Ltd.
Mikkonen, Jutta (2016)
Mikkonen, Jutta
Tampereen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052710278
https://urn.fi/URN:NBN:fi:amk-2016052710278
Tiivistelmä
This bachelor’s thesis paper was commissioned by OFRD Ltd., a Helsinki-based marketing agency operating in the event promotions field. The main objective of the thesis is to provide OFRD with the tools of how to beat the competition and grow in a field that has fierce competition.
The reason why the thesis was found valuable now in 2016 is the continuous reach towards growth many small and medium-sized companies share today. OFRD Ltd. aims to be the best office in the field by 2020. Their goal is to be highly appreciated by their clients while aiming at acquiring more significant names as customers.
The desk research was conducted using secondary data from online publications and literature including relevant books as well as newspapers. Throughout the process, the data was analyzed keeping the relevancy for OFRD Ltd. in mind. Benchmarking process between OFRD Ltd. and the industry leader in Finland, Irokeesi was then conducted to find out more ways to improve the current business functions.
Main findings that could be acknowledged from the theoretical framework and from the benchmarking process were that in order small and medium-sized companies can be successful they should continuously search for growth to reach it. Global mind-set as well as usage of the latest technology should be in the core of business. Researches presented that in the past couple of years, sales and employees brought growth to small and medium-sized companies in the service sector; meaning the focus should be on deliver-ing excellent customer-service and maintaining good reputation while providing diversified services to customers. Also, brand extensions and alliances may be the road to growth as commonly collaboration equals strength. Today it is important to include customers in the business processes; social media is definitely one of the best locations to implement it, as social proof is all. The content shared in the various channels of social media should be pandemic and interesting, it should always be up-to-date. The content should create emotions in the viewer and plant the image company aims at into consumers’ minds. In event promotions, big names are everything; the focus should be on getting them as customers. In addition to this, in the field numbers and names also do matter, show them, sell them.
The reason why the thesis was found valuable now in 2016 is the continuous reach towards growth many small and medium-sized companies share today. OFRD Ltd. aims to be the best office in the field by 2020. Their goal is to be highly appreciated by their clients while aiming at acquiring more significant names as customers.
The desk research was conducted using secondary data from online publications and literature including relevant books as well as newspapers. Throughout the process, the data was analyzed keeping the relevancy for OFRD Ltd. in mind. Benchmarking process between OFRD Ltd. and the industry leader in Finland, Irokeesi was then conducted to find out more ways to improve the current business functions.
Main findings that could be acknowledged from the theoretical framework and from the benchmarking process were that in order small and medium-sized companies can be successful they should continuously search for growth to reach it. Global mind-set as well as usage of the latest technology should be in the core of business. Researches presented that in the past couple of years, sales and employees brought growth to small and medium-sized companies in the service sector; meaning the focus should be on deliver-ing excellent customer-service and maintaining good reputation while providing diversified services to customers. Also, brand extensions and alliances may be the road to growth as commonly collaboration equals strength. Today it is important to include customers in the business processes; social media is definitely one of the best locations to implement it, as social proof is all. The content shared in the various channels of social media should be pandemic and interesting, it should always be up-to-date. The content should create emotions in the viewer and plant the image company aims at into consumers’ minds. In event promotions, big names are everything; the focus should be on getting them as customers. In addition to this, in the field numbers and names also do matter, show them, sell them.