Selling existing services to new customers: Case study Finnair Flight Academy

Abstract

If a company wants to grow, there are many ways to do it. One way is to sell existing services to new customers. This thesis is about Finnair Flight Academy and its intension to sell services to new customers outside aviation. Theories about selling services, competitive advantage and value proposition will be covered. Interviews are an essential part of this study. The managing director will be interviewed on strategy and potential customers are interviewed in order to gain insights into customers´ needs. Competition is hard, but based on interviews on potential customers, FFA can create value to customers. Competitive advantage will be gained through differentiation, FFA can offer service that nobody else is able to do. Global trends are supporting the fact that people want experiences and that is something that they can get in FFA. This study is indicating that FFA could get additional income by starting to sell its existing services. That can be done with minimal work. However, it cannot happen without marketing and letting customers know about the company and its services.