Reengineering marketing strategies : case: Eclipse Systems Tmi.
Forti, Gilbert (2012)
Forti, Gilbert
Lahden ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012112917436
https://urn.fi/URN:NBN:fi:amk-2012112917436
Tiivistelmä
This thesis is a convincing piece of work that has elaborately defined new strategies and new marketing means for the case company. By so doing, it has successfully fulfilled its main objective. The case company, Eclipse Systems Tmi is a sole proprietorship that was founded in 2010 by an economist, entrepreneur and engineer, Lah Emmanuel. Being a service provider in the shipping industry, it faced hardship in its early days, requiring some hard work and vigor to rejuvenate it. The research questions were formulated to cover situations in both the case company and the shipping industry in Finland.
The author had to rely on both new and old business and marketing theories in order to justify any assertions or suggestions he made. The Uppsala internationalization model is used whereby the stages of the internationalization process are described. Even though Michael Porter’s five forces have been analyzed, it was not used in analyzing the shipping industry in Finland due to its complex nature.
It is rare to find uncovered topics in marketing literature nowadays. However, given the situation at hand, particularly the present situation of the case company, the author adopted the qualitative approach in order to explore issues in marketing that would reveal results that are close to reality if not realistic themselves.
Data are collected from marketing and business literatures. Other data are collected from primary sources like interviews, and empirical research from the case company. The findings are rather positive. The author in collaboration with the company owner uncovered several strategies that will lead the case company to its ultimate goals. However, the ways in which these strategies are to be implemented are not included in this research. It falls amongst those areas suggested for future research.
The author had to rely on both new and old business and marketing theories in order to justify any assertions or suggestions he made. The Uppsala internationalization model is used whereby the stages of the internationalization process are described. Even though Michael Porter’s five forces have been analyzed, it was not used in analyzing the shipping industry in Finland due to its complex nature.
It is rare to find uncovered topics in marketing literature nowadays. However, given the situation at hand, particularly the present situation of the case company, the author adopted the qualitative approach in order to explore issues in marketing that would reveal results that are close to reality if not realistic themselves.
Data are collected from marketing and business literatures. Other data are collected from primary sources like interviews, and empirical research from the case company. The findings are rather positive. The author in collaboration with the company owner uncovered several strategies that will lead the case company to its ultimate goals. However, the ways in which these strategies are to be implemented are not included in this research. It falls amongst those areas suggested for future research.