Valtra brand audit
Stupina, Iryna (2008-11-17)
Stupina, Iryna
Jyväskylän ammattikorkeakoulu JAMK University of Applied Sciences
2008-11-17
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa
henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:jamk-1236758209-9
https://urn.fi/URN:NBN:fi:jamk-1236758209-9
Tiivistelmä
In the highly competitive environment it is very important to utilize fully the strength and advantages of the brand in order to gain the desire market share and sustain the profitable growth. If a company has a brand built and explored already, it is needed to investigate the weaknesses and strength of the brand to utilize, maintain and develop it. The brand audit can provide with information needed for these purposes. The complete brand audit is a broad topic. In order to focus the research was done on existing secondary industry and customer data, competitive review, partial sales analysis and brand elements analysis. Management and Employee Interviews and Primary Customer Research were done in a form of the primary qualitative research. There were for the future research: Management and Employee On-site Interviews, Influencer Research, Primary Customer Research, and SWOT analysis left. For the research conducting a constructive research method had been used including both qualitative and quantitative research (partly). Research data was collected by using secondary data from earlier researches and studies, gathering primary data through the personal questionnaire. The literature used for the research as a theoretical background gave valuable information on branding in general, brand identity and elements, brand maintenance and executing. The analysis of the questionnaire results, own working experience and the relevant literatures provided with information to drive conclusions and recommendations. The research was performed as a single-case study, where an international company Valtra Inc. (one of the brands of the AGCO Corporation) in farm tractors manufacturing was selected to be the case company. The results of the research have been used by the management of Valtra Inc. for the creating of new directions of the strategy of Valtra Inc. in the Baltic region.