Business improvement plan. Case: Company X
Mochalova, Daria (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019051710327
https://urn.fi/URN:NBN:fi:amk-2019051710327
Tiivistelmä
The purpose of this thesis was to provide an action plan for Company X to improve the company’s performance. Company X is planning to enter the European market and wanted to be prepared for that. The company operates on a very specific route from Russia to other countries, so the company needs to implement changes to attract more customers.
The theoretical part of the thesis was gathered from literature, articles and Internet sources. The theoretical part of the thesis built the structure for the empirical part. The author used the business improvement plan which included several steps. The author defined the mission, objectives, and goals of the company. The current analysis of the company costed of internal and external factors, competitor, customer, and marketing mix analysis. Based on research, the author created an action plan for improvement. The data for the empirical part was collected by interviews with the owners of Company X and other secondary resources.
The result of the thesis was an actual action plan and calculations of required investments. Company X should expand the number of services and type of vehicles for transportation. The goal is to raise sales by 10%. Additionally, the company should update the software and official Internet page. It is crucial to start using aggressive advertising and develop other distribution channels to improve promotion. The participation in tenders and exhibitions would allow for achieving more target customers. The company should purchase own transport and a forklift. Beneficial for the company and owners would be participating in training for employees. The author suggested having a consultation from other transportation companies operated in the European market. It would be useful to make marketing research on the European market before entering it. Based on the results of marketing research, Company X should develop a marketing plan for entering the European market.The author assumed that investments are required to improve the performance of the company. The potential investments were calculated by the author. The results lead to believe that the study would be useful for Company X.
The theoretical part of the thesis was gathered from literature, articles and Internet sources. The theoretical part of the thesis built the structure for the empirical part. The author used the business improvement plan which included several steps. The author defined the mission, objectives, and goals of the company. The current analysis of the company costed of internal and external factors, competitor, customer, and marketing mix analysis. Based on research, the author created an action plan for improvement. The data for the empirical part was collected by interviews with the owners of Company X and other secondary resources.
The result of the thesis was an actual action plan and calculations of required investments. Company X should expand the number of services and type of vehicles for transportation. The goal is to raise sales by 10%. Additionally, the company should update the software and official Internet page. It is crucial to start using aggressive advertising and develop other distribution channels to improve promotion. The participation in tenders and exhibitions would allow for achieving more target customers. The company should purchase own transport and a forklift. Beneficial for the company and owners would be participating in training for employees. The author suggested having a consultation from other transportation companies operated in the European market. It would be useful to make marketing research on the European market before entering it. Based on the results of marketing research, Company X should develop a marketing plan for entering the European market.The author assumed that investments are required to improve the performance of the company. The potential investments were calculated by the author. The results lead to believe that the study would be useful for Company X.