Learning from Rivals : Benchmarking for Martela Oyj
Piirainen, Noora (2012)
Piirainen, Noora
Tampereen ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121419468
https://urn.fi/URN:NBN:fi:amk-2012121419468
Tiivistelmä
The purpose of this thesis was to investigate the products the competitors of Martela Oyj have: their similarities and differences as well as their appeal to different types of customers. The competing sales personnel was also monitored accurately by completing a day of mystery shopping: notes were collected based on the sales situation, how the sales person approached the prospect, what was the quality of the service, how accurately were the needs of the prospect defined and what kind of questions were asked, what kind of products were offered, was a deal closure suggested and so on.
The main goal for the thesis was to find out what makes Martela Oyj’s named competitors their main competitors: what is done right, what is done in a way not pleasing the customer, are there services available that might give a competitive advantage to the competitors, are there vast price differences, and so on. The information collected is aimed to help Martela Oyj to benchmark against their competition.
Martela Oyj got valuable information on the products as well as on the sales personnel of the competitors. A lot about the way of selling that is focused mainly on business-to-business interactions was learned, as well as about the products themselves. The writer of this thesis got to know a lot about the values, responsibilities and marketing mixes used by different companies operating on the same field of business.
The results revealed factors behind the success of the competitors of Martela Oyj; the main profit products and product lines pushed to the customer; the main differences between the products, as well as the vast differences in the ways of serving the customer. Because of the confidentiality agreement, the results cannot be revealed as a whole.
The main goal for the thesis was to find out what makes Martela Oyj’s named competitors their main competitors: what is done right, what is done in a way not pleasing the customer, are there services available that might give a competitive advantage to the competitors, are there vast price differences, and so on. The information collected is aimed to help Martela Oyj to benchmark against their competition.
Martela Oyj got valuable information on the products as well as on the sales personnel of the competitors. A lot about the way of selling that is focused mainly on business-to-business interactions was learned, as well as about the products themselves. The writer of this thesis got to know a lot about the values, responsibilities and marketing mixes used by different companies operating on the same field of business.
The results revealed factors behind the success of the competitors of Martela Oyj; the main profit products and product lines pushed to the customer; the main differences between the products, as well as the vast differences in the ways of serving the customer. Because of the confidentiality agreement, the results cannot be revealed as a whole.