Developing a marketing plan for Germany : Case Galaxo Ltd.
Ortner, Katharina (2014)
Ortner, Katharina
Oulun ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112416473
https://urn.fi/URN:NBN:fi:amk-2014112416473
Tiivistelmä
In the age of globalization and internationalization it becomes more and more important for companies to enter new markets. Therefore, Finnish company Galaxo Ltd. located in Oulu, Finland intends to enter the German market and distribute its energy management system there. The purpose of this thesis was to prepare a marketing plan in order to provide useful information about the German market for the case company. Furthermore, there was a need for recommendations as the Finnish firm was not familiar with foreign markets, yet. The idea of this thesis topic was developed by the author with the support of Galaxo Ltd.
Moreover, the first part of the marketing plan consists of analyses such as competitors’ analysis, stakeholder analysis, PESTEL analysis and SWOT analysis. These chapters are followed by marketing strategy which includes segmentation, targeting, positioning, mission statement and competitive strategy. Moreover, the company´s objectives were outlined and the marketing mix, consisting of the 4 Ps: product, place, price, place and promotion, was suggested.
The background knowledge for this thesis was provided by lectures of courses at Oulu University of Applied Sciences such as marketing, intercultural skills and international business strategy. Moreover, this basis was extended by books, articles and websites that offer in depth information regarding marketing issues as well as topics related to Germany. In addition, meetings with Hannes Huotari, CEO at Galaxo Ltd., and Anu Toljamo, sales manager at Galaxo Ltd., were organized. In addition, there was also e-mail contact with these representatives. Consequently, the case company was provided with the results of the marketing plan during the whole thesis process.
The next step for Galaxo Ltd. is to apply the given information and recommendations and enter the German market. Therefore, the target group needs to become aware of the case company and their product Infochannel, which could be reached by implementing presentations and questionnaires for the potential customers, universities in the southern part of Germany.
Moreover, the first part of the marketing plan consists of analyses such as competitors’ analysis, stakeholder analysis, PESTEL analysis and SWOT analysis. These chapters are followed by marketing strategy which includes segmentation, targeting, positioning, mission statement and competitive strategy. Moreover, the company´s objectives were outlined and the marketing mix, consisting of the 4 Ps: product, place, price, place and promotion, was suggested.
The background knowledge for this thesis was provided by lectures of courses at Oulu University of Applied Sciences such as marketing, intercultural skills and international business strategy. Moreover, this basis was extended by books, articles and websites that offer in depth information regarding marketing issues as well as topics related to Germany. In addition, meetings with Hannes Huotari, CEO at Galaxo Ltd., and Anu Toljamo, sales manager at Galaxo Ltd., were organized. In addition, there was also e-mail contact with these representatives. Consequently, the case company was provided with the results of the marketing plan during the whole thesis process.
The next step for Galaxo Ltd. is to apply the given information and recommendations and enter the German market. Therefore, the target group needs to become aware of the case company and their product Infochannel, which could be reached by implementing presentations and questionnaires for the potential customers, universities in the southern part of Germany.