Developing a Marketing Plan for LNGTainer Oy
Mudigere Keshava, Satish Kumar (2020)
Mudigere Keshava, Satish Kumar
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004034422
https://urn.fi/URN:NBN:fi:amk-202004034422
Tiivistelmä
The aim of this thesis was to create a marketing plan for LNGTainer Oy for their new product LNG ISO Containers. LNGtainer has invented a new solution for LNG Transportation that has been patented worldwide. In order to reach out to the customers who currently use the conventional containers, LNGtainer Oy required a marketing plan which would help to establish its market presence and gain a market share in LNG container market by increasing its sales.
The thesis was done using the Action research approach. Data for the current state analysis included the primary and secondary data that was gathered from energy sector professional reports, related marketing materials in printed and electronic versions, and by interviewing the stakeholders. Internal LNGTainer management documents such as Business Plan and Technical manual, as well as industry standards such as ISO 9001 quality manual, were also used for the current state analysis. Also, the survey and interviews were conducted with the target audience being the top management of LNGTainer and the targeted potential customers.
The Theoretical part of the thesis focused on Marketing Strategy, SOSTAC, and Marketing Mix for formulating the conceptual framework for building the proposal.
The outcome of this thesis is a marketing plan, which spells out how the planned marketing will be turned into specific actions. The Marketing plan was based on SOSTAC model and Marketing mix. The proposed plan describes various activities that can be done as part of marketing communication. The plan also includes various tactics and control measure
The thesis was done using the Action research approach. Data for the current state analysis included the primary and secondary data that was gathered from energy sector professional reports, related marketing materials in printed and electronic versions, and by interviewing the stakeholders. Internal LNGTainer management documents such as Business Plan and Technical manual, as well as industry standards such as ISO 9001 quality manual, were also used for the current state analysis. Also, the survey and interviews were conducted with the target audience being the top management of LNGTainer and the targeted potential customers.
The Theoretical part of the thesis focused on Marketing Strategy, SOSTAC, and Marketing Mix for formulating the conceptual framework for building the proposal.
The outcome of this thesis is a marketing plan, which spells out how the planned marketing will be turned into specific actions. The Marketing plan was based on SOSTAC model and Marketing mix. The proposed plan describes various activities that can be done as part of marketing communication. The plan also includes various tactics and control measure