MARKETING STRATEGY FOR “SUSTAINABLE DESIGN” COMPANY IN FINLAND: Case Company: Start-up Whaly

Abstract

In the modern world dilemma of sustainability concerns everyone. Most people prefer to buy eco-friendly products, and therefore businesses aim to follow sustainable strategies and be environmentally responsible. The case company Whaly produces sustainable furniture for kids. So, the purpose of the thesis is to create a marketing strategy for Whaly, considering its eco-friendly policy. Moreover, tactical marketing is reviewed for the case company. The thesis is conducted deductively, and a mixed research method qualitative and quantitative is used to develop a marketing strategy. The primary data is collected from the survey with the potential customers, and focus group discussion. The secondary data is gathered from the literature review related to marketing concepts. In the thesis, SWOT analysis and STP model are used to create a marketing strategy for the case company. For tactical marketing, 7P’s marketing mix tool is used together with digital marketing concepts. The potential market is analyzed through PEST analysis and Porter’s five forces tool. The research findings indicate the following: the company’s main target group is women with the age of more than 26, with the high purchasing power, and who considers a company’s sustainability policy as the benefit. Moreover, the company should present itself as a highly customer-oriented, luxury business. Whaly can differentiate itself on the market with the unique design of the products, new assembly technology, and eco-friendly policy.