Insta ILS active noise reduction headset for the United States Military : marketing strategies and channels through understanding customer organizations procurement processes
Korhonen, Nico (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052513367
https://urn.fi/URN:NBN:fi:amk-2020052513367
Tiivistelmä
The main purpose of this research is to gain knowledge of the organizations and agencies involved in procuring military articles for the U.S Military, from knowledge gathered through exploratory research provide the commissioner with most suitable marketing strategies and channels for the Active Noise Reduction headset.
This research concluded that the usage of direct marketing is very important in highly complex structure of the departments that work under the Department of Defense. Direct marketing was found to be the most suitable way to market the Active Noise Reduction headset as the information about the product or its purposes may change if middlemen were used. For the direct marketing to be the most effective, contacting the right people in the right organizations through gained contacts from the use of a local consulting service or contacts gained from attending to military exhibitions can provide more chances towards government contracts.
Research conducted gave an understanding that the strategies and channels which should be used in order to effectively direct market the Active Noise Reduction headset are connected as they all support the engagement toward government organization procurement network.
The direct marketing of the Active Noise Reduction headset becomes more valuable and efficient if experiences were created around the marketing of the product. By creating experiences from testing the product or face-to-face interactions in exhibitions allows a greater timeslot for the direct marketing to be more effective as the possible targets will remember the company and the product for longer period.
This research concluded that the usage of direct marketing is very important in highly complex structure of the departments that work under the Department of Defense. Direct marketing was found to be the most suitable way to market the Active Noise Reduction headset as the information about the product or its purposes may change if middlemen were used. For the direct marketing to be the most effective, contacting the right people in the right organizations through gained contacts from the use of a local consulting service or contacts gained from attending to military exhibitions can provide more chances towards government contracts.
Research conducted gave an understanding that the strategies and channels which should be used in order to effectively direct market the Active Noise Reduction headset are connected as they all support the engagement toward government organization procurement network.
The direct marketing of the Active Noise Reduction headset becomes more valuable and efficient if experiences were created around the marketing of the product. By creating experiences from testing the product or face-to-face interactions in exhibitions allows a greater timeslot for the direct marketing to be more effective as the possible targets will remember the company and the product for longer period.