Strategic Marketing Analysis : Case: DNA Plc

Abstract

Technology constantly developing, it is essential for especially technology-driven companies to keep their marketing strategies up to date. The focus of this thesis was on the marketing strategy of one of the leading telecommunications companies in Finland, DNA Plc. The thesis aimed for finding out the strengths and weaknesses of their current marketing strategy, determining the most suitable marketing strategy for the company in the future, and showing the required steps for realizing it.

The thesis was based on a theoretical framework, the main topics being strategic management and strategic marketing. In addition, a strategic analysis was conducted, utilizing strategic tools, in order to examine all the factors effecting the business and the industry. The focus of this was on an external point-of-view, representing the image of the company by external parties.

Moreover, a research was conducted, aiming for finding out the most valued features by the customers and the management, the most effective channels for reaching the customers, and the future opportunities. In order to answer the research questions effectively, both the quantitative and qualitative methods were used. The quantitative data was collected from DNA’s B2B customers as an online survey, in order to determine the customers’ opinions about DNA. Two representatives of the management of DNA were personally interviewed, gaining qualitative data in order to find out the management’s perspectives.

The results of the research showed that DNA’s marketing strategy was consistent and efficient, and the customer satisfaction was the most important aspect in DNA’s business. The results indicated that there was a possibility to increase the customer satisfaction and the number of loyal customers in the future with developments in the marketing strategy. The development suggestions for the future were provided, as well as suggestions for future research on the topic.