Marketing plan based on a networking strategy: a case study of J. Gibbins Putkimies
Collins-Gibbins, Amy; Meriläinen, Jutta (2015)
Avaa tiedosto
Lataukset:
Collins-Gibbins, Amy
Meriläinen, Jutta
Laurea-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505066247
https://urn.fi/URN:NBN:fi:amk-201505066247
Tiivistelmä
This study was commissioned by J Gibbins putkimies who is a sole proprietor, currently working in the plumbing and construction industry in the capital area of Finland. J Gibbins putkimies is a SME founded in 2012, is owned and run by a British plumber Jeffrey Gibbins. He specializes on all plumbing installations, maintenance, repairs and renovations for private and public companies in commercial and domestic properties.
This objective of the study is to establish an inexpensive marketing plan using networking as the strategy. J Gibbins putkimies operates in Helsinki at the moment, but is looking to move his operations in to Porvoo and its surrounding areas. The desired outcome is for J Gibbins putkimies to find a network of connections for a long term working relationship. The target market was other companies operating in the construction industry.
The research method used was qualitative research. The main data utilized was secondary data which was collected through desk study, supported by an interview conducted for Jeffrey Gibbins. The main research question concerns the means by which J Gibbins putkimies will be able to find new corporate and private customers effectively and with limited resources and the steps needed to be taken in order to succeed.
Networking was found as a cost-effective tool to be used and a networking strategy was in-troduced for J Gibbins putkimies. A marketing plan was constructed with the main aim to support the networking strategy. The main marketing tools to target the potential partners established were direct marketing, print advertisement and utilizing interest groups.
This objective of the study is to establish an inexpensive marketing plan using networking as the strategy. J Gibbins putkimies operates in Helsinki at the moment, but is looking to move his operations in to Porvoo and its surrounding areas. The desired outcome is for J Gibbins putkimies to find a network of connections for a long term working relationship. The target market was other companies operating in the construction industry.
The research method used was qualitative research. The main data utilized was secondary data which was collected through desk study, supported by an interview conducted for Jeffrey Gibbins. The main research question concerns the means by which J Gibbins putkimies will be able to find new corporate and private customers effectively and with limited resources and the steps needed to be taken in order to succeed.
Networking was found as a cost-effective tool to be used and a networking strategy was in-troduced for J Gibbins putkimies. A marketing plan was constructed with the main aim to support the networking strategy. The main marketing tools to target the potential partners established were direct marketing, print advertisement and utilizing interest groups.