Preparing a Strategic Plan in the Finnish Markets for a Global Logistics Service Provider

Abstract

This thesis follows a project-based structure. The focus is on the preparation of a brief strategic plan for a global logistics service provider, which is expanding its’ services to Finland, along with a description of the B2B client analysis, acquisition and sales process in the commissioning company. The purpose is to set a clear strategy for this market and to guide new employees about the sales process and methods used in the commissioning company.

The main objectives of the strategic plan are to gain new B2B clients, build stable client relationships, and to improve the commissioning company’s supply chain to/from Finland, and the best way to do this is to get order requests within this area. Describing the customer acquisition and sales methods will also prepare new employees to start working in the commissioning company. The thesis includes actual contacting done to real clients, and examples done by the author during his work for the commissioning company.

Both quantitative and qualitative research methods were used for the thesis. Primary data was from the author’s observation during his work in the commissioning company. Interviews were conducted to managerial personnel internally from the commissioning company, and data was taken from actual conversations with the B2B clients of the author. In addition, the thesis has secondary data from various online resources, such as the yearly reports of the Finnish Customs and company registry sites, along with academic articles and offline literature.

The research shows that there are great opportunities for the commissioning company to enter the Finnish markets. During this project, the sales methods used by the commissioning company were proved to work, and the service they offered was proven to be needed, as the author was able to gain new real clients for the commissioning company.

The main outcome of the thesis was the strategic plan, and the implementation this plan has already started. Some of the mentioned goals have already been reached, such as gaining new clients, and the commissioning company is continuing to progress further in the plan.

As another result, parts of the thesis were also deemed to be suitable for publishing in the commissioning company’s internal network as educational material. The ‘Potential Client Search and Analysis’ (chapter 3), and the ‘Client Acquisition and Sales Process’ (chapter 4) chapters are planned to be added to the company’s adaptation programme for new employees.

The commissioning company’s and the clients’ names are not shown due to a non-disclosure agreement.