B2B-Marketing Strategy For the Swedish Museum Sector : A Case Study of a Finnish Software Start-up Company
Kaukotie, Lauri (2017)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2017
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201704285732
http://urn.fi/URN:NBN:fi:amk-201704285732
Tiivistelmä
The main purpose of this case study is to develop a functional primary marketing plan for a Finnish start-up software company looking to penetrate the Swedish museum sector. The case company has no prior marketing plan or a designated marketing and sales person, and therefore it was important to develop a plan that can be implemented even with limited knowledge of marketing and sales.
The implementation of the case study consisted of interviews with three employees within the Swedish museum sector, as well as a discussion and an email interview with the owner of the case company. It was found that the company had difficulties in communicating the added value of the company’s product and service offering to prospective museums, and that a proper marketing plan was needed. The marketing plan analyzes the Swedish museum sector as the target market and examines the internal capabilities of the case company. The plan also includes preliminary sales projections and budget calculations for the marketing operations.
The outcome is a marketing strategy with an emphasis on telemarketing, social media marketing, and email marketing. Clear instructions on how to utilize each marketing channel and how to track the performance are given.
The implementation of the case study consisted of interviews with three employees within the Swedish museum sector, as well as a discussion and an email interview with the owner of the case company. It was found that the company had difficulties in communicating the added value of the company’s product and service offering to prospective museums, and that a proper marketing plan was needed. The marketing plan analyzes the Swedish museum sector as the target market and examines the internal capabilities of the case company. The plan also includes preliminary sales projections and budget calculations for the marketing operations.
The outcome is a marketing strategy with an emphasis on telemarketing, social media marketing, and email marketing. Clear instructions on how to utilize each marketing channel and how to track the performance are given.