Market Analysis-Based Marketing and Sales Strategy: A case study of AddSecure Smart Rescue
Baarman, Niklas Juhana (2019)
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121326545
https://urn.fi/URN:NBN:fi:amk-2019121326545
Tiivistelmä
Through internationalisation companies can expand their operations to new markets with their existing products to serve more customers while improving their competitiveness. The primary purpose of this thesis project was to provide necessary information for a client organisation, AddSecure Oy to effectively start the sales of their product AddSecure Smart Rescue in Finland.
To explicate the information needed by AddSecure Oy to gain a smooth entry to the Finnish market, a series of analyses was conducted to provide a basis for all proposed actions. As a part of these, the product itself was subjected to critical analysis of its features and an external market environment analysis was used to investigate the Finnish market, security industry in general and the potential competitors. In addition, a customer segmentation was performed to identify the most potential customers and their needs. Finally, as a pricing comparison was done between Smart Rescue and two separate competitor products, a major pricing issue which requires action was raised.
As an outcome of this research, it was concluded that Finland is a potential market for personal alarm solutions such as Smart Rescue. However, the profitability of the market is limited due to several restricting features and high competition. Based on the market research, a marketing and sales strategy was created which identified that the most potential customer segment comprised of cities and municipalities. As a part of the sales strategy, it was displayed that the most prominent way to reach the selected customer segment is utilising a distributor channel strategy which employs strategic partnerships.
To explicate the information needed by AddSecure Oy to gain a smooth entry to the Finnish market, a series of analyses was conducted to provide a basis for all proposed actions. As a part of these, the product itself was subjected to critical analysis of its features and an external market environment analysis was used to investigate the Finnish market, security industry in general and the potential competitors. In addition, a customer segmentation was performed to identify the most potential customers and their needs. Finally, as a pricing comparison was done between Smart Rescue and two separate competitor products, a major pricing issue which requires action was raised.
As an outcome of this research, it was concluded that Finland is a potential market for personal alarm solutions such as Smart Rescue. However, the profitability of the market is limited due to several restricting features and high competition. Based on the market research, a marketing and sales strategy was created which identified that the most potential customer segment comprised of cities and municipalities. As a part of the sales strategy, it was displayed that the most prominent way to reach the selected customer segment is utilising a distributor channel strategy which employs strategic partnerships.