CUSTOMER-DRIVEN B2B MARKETING STRATEGIES FOR A SOFTWARE COMPANY: Case: Statzon
Edalatkhah, Shima (2019)
Edalatkhah, Shima
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019101419940
https://urn.fi/URN:NBN:fi:amk-2019101419940
Tiivistelmä
Abstract
This thesis concerns proposing B2B customer-driven marketing strategies for a software company, Statzon, to penetrate Nordic-Baltic Eight (NB8) countries’ academic segments. The purpose of this study is to examine the B2B marketing strategies to meet the expectations of the target segment users in a functional and cost-effective process.
The thesis is divided into theoretical and empirical sections. The theoretical part focuses on marketing strategies, marketing penetration process, and subscription marketing model hints by reviewing earlier studies. The author retrieved the collected data from both printed and electronic formats, books, articles, journals, and online sources.
The empirical part applies a qualitative research method by analyzing questionnaire results. To fulfill the study goals and to answer the research questions, a ten-question questionnaire was emailed to 273 subjects. The survey subjects were library directors, vice directors, and head librarians of NB8 universities as the authentic source for data collection.
The collected result presents the demanded data categories in the NB8 academic segment, the Key Performance Indicators (KPIs) of data service platform, the decision-making process, and pricing hints about each country's academic segment from the users’ point of view. Based on the conclusions of this study, education, finance, healthcare, manufacturing, and recreation were the most popular data categories for the academic segment. The most notable KPIs of data service figured out to be the variety of data categories, regular data updates, and downloadable visual data. 70% of results show that the decision about the data service provider is based on students’ feedback. Finally, the study outcome shows while the average data service fee in NB8 is €5,194, fair price in the Nordics is considered to be €5,000-7,500, while in the Baltics users had more diversified anticipations.
This thesis concerns proposing B2B customer-driven marketing strategies for a software company, Statzon, to penetrate Nordic-Baltic Eight (NB8) countries’ academic segments. The purpose of this study is to examine the B2B marketing strategies to meet the expectations of the target segment users in a functional and cost-effective process.
The thesis is divided into theoretical and empirical sections. The theoretical part focuses on marketing strategies, marketing penetration process, and subscription marketing model hints by reviewing earlier studies. The author retrieved the collected data from both printed and electronic formats, books, articles, journals, and online sources.
The empirical part applies a qualitative research method by analyzing questionnaire results. To fulfill the study goals and to answer the research questions, a ten-question questionnaire was emailed to 273 subjects. The survey subjects were library directors, vice directors, and head librarians of NB8 universities as the authentic source for data collection.
The collected result presents the demanded data categories in the NB8 academic segment, the Key Performance Indicators (KPIs) of data service platform, the decision-making process, and pricing hints about each country's academic segment from the users’ point of view. Based on the conclusions of this study, education, finance, healthcare, manufacturing, and recreation were the most popular data categories for the academic segment. The most notable KPIs of data service figured out to be the variety of data categories, regular data updates, and downloadable visual data. 70% of results show that the decision about the data service provider is based on students’ feedback. Finally, the study outcome shows while the average data service fee in NB8 is €5,194, fair price in the Nordics is considered to be €5,000-7,500, while in the Baltics users had more diversified anticipations.