Strategic Management as a Competitive tool – Case Netseri
Kokkonen, Mira (2013)
Kokkonen, Mira
Savonia-ammattikorkeakoulu
2013
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013121521279
https://urn.fi/URN:NBN:fi:amk-2013121521279
Tiivistelmä
The aim of this study was to create a competitive operation plan to a Finnish micro company. By using the tools of market research and operational environment analysis the plan could be set. Market research will be conducted to identify customers’ expectations and needs. The operational environment analysis will focuse on the company’s current competitors operating in Finland as well as abroad.
The study was built on several research methods and a case study. The methods of the study make up a mix of quantitative and qualitative research. Several methods were selected to provide a wide enough basis of knowledge of the case company’s operational environment.
The competitor analysis was conducted using 2 Finnish companies operating in Finland and 2 foreign companies supplying to Finnish clients. The aim of the study was to concentrate of foreign
competitors as significant amount of printed products such as clothes and other textiles are produced outside Finland, mostly in Europeans countries such as Estonia and Germany. Information gathered through the environmental analysis was used in the process of creating a strategic plan.
The other part of the study was to do market research in order to better understand the customers’ needs and expectations. The study was conducted by sending a questionnaire to 40 potential or existing customers. By combining the results from both of the studies, customers’ needs and competitors could be recognized. The results were gathered and a competitive operation and management plan was formed by using the strategic management model.
The results gathered from the questionnaire showed there was a need of deeper segmentation in terms of marketing and customer relationship management. The results affect on company’s future strategic management and management decisions. Research gave vital information to the company about competitor’s actions and customer’s expectations.
The study was built on several research methods and a case study. The methods of the study make up a mix of quantitative and qualitative research. Several methods were selected to provide a wide enough basis of knowledge of the case company’s operational environment.
The competitor analysis was conducted using 2 Finnish companies operating in Finland and 2 foreign companies supplying to Finnish clients. The aim of the study was to concentrate of foreign
competitors as significant amount of printed products such as clothes and other textiles are produced outside Finland, mostly in Europeans countries such as Estonia and Germany. Information gathered through the environmental analysis was used in the process of creating a strategic plan.
The other part of the study was to do market research in order to better understand the customers’ needs and expectations. The study was conducted by sending a questionnaire to 40 potential or existing customers. By combining the results from both of the studies, customers’ needs and competitors could be recognized. The results were gathered and a competitive operation and management plan was formed by using the strategic management model.
The results gathered from the questionnaire showed there was a need of deeper segmentation in terms of marketing and customer relationship management. The results affect on company’s future strategic management and management decisions. Research gave vital information to the company about competitor’s actions and customer’s expectations.