Developing competitive marketing and sales strategy for HS-Eden

Abstract

Start-ups are faced with variety of challenges and uncertainty therefore comprehensive marketing and sales strategy must be in place to make sure that limited resources are spend wisely in order to minimize uncertainty and pave a path that would lead to successful business. HS Eden is a new-start-up venture created in Lappeenranta University of Technology with an ambition to develop AMB systems for commercial use. The aim of this study was to build a marketing and sales strategy to help HS-Eden to attract new customers. HS-Eden as a start-up company would benefit greatly implementing this strategy to create a solid customer base utilizing marketing and sales tools provided in this report. A relevant literature has been reviewed in conjunction with the survey to form a credible marketing strategy that might give HS-Eden a competitive edge to compete on the global AMB market. Based on the findings from this research, university based Start-up’s face many hurdles and only few of them can manage to succeed in the highly volatile market environment. Great product combined with great marketing provides a solid foundation for the start-up to succeed. The outcome of this research reveals that HS-Eden has the potential to succeed, but success is however depends upon the way the HS-Eden product meet customer demands. Therefore comprehensive marketing strategy must be developed to provide necessary structure to connect to the market and meet these demands.