Marketing business development plan based on competitor analyses
Lahtinen, Kalle (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202102041898
https://urn.fi/URN:NBN:fi:amk-202102041898
Tiivistelmä
As it is in any industry, a company has to be able to follow or set trends to stay relevant in competition and thrive in the market. This report studies the trends among SME marketing companies in the southern and south-western parts of Finland to understand what the successful companies in the field are doing correct, and what the declining companies are doing wrong, and if any trends or patterns emerge. The objective is to provide the client, a marketing company that meets the requirements, with a business development plan based on the findings of this study.
The sampling for this research was obtained from a public domain online, as well as by adding companies into the sampling from Google searches and off the street, provided they met the criteria. The information, such as revenue development or service portfolios of these companies were acquired from publicly accessible domains and the websites of said companies. The companies were divided into four different categories based on their revenue development, and their websites and services were analyzed. This data was then used to map out quantitatively what each of the four categories of companies were doing and at what numbers to show trends within the market.
As a result, it was shown that the field of marketing is moving towards a more digital marketing -oriented direction, as correlations between digital marketing expertise and a growing, successful company were found. Vice versa, traditional marketing means appeared to only be relevant amongst the companies that were experiencing a declining trend, and hardly present among their more successful counterparts. In addition, a trend in website design was also found, and a possible correlation between labeling a company as a digital marketing agency instead of a marketing agency emerged as well. Thus, under the light of these findings, it can be concluded that the field of marketing is shedding its skin made of traditional marketing means and is moving towards a time defined by digital marketing.
The sampling for this research was obtained from a public domain online, as well as by adding companies into the sampling from Google searches and off the street, provided they met the criteria. The information, such as revenue development or service portfolios of these companies were acquired from publicly accessible domains and the websites of said companies. The companies were divided into four different categories based on their revenue development, and their websites and services were analyzed. This data was then used to map out quantitatively what each of the four categories of companies were doing and at what numbers to show trends within the market.
As a result, it was shown that the field of marketing is moving towards a more digital marketing -oriented direction, as correlations between digital marketing expertise and a growing, successful company were found. Vice versa, traditional marketing means appeared to only be relevant amongst the companies that were experiencing a declining trend, and hardly present among their more successful counterparts. In addition, a trend in website design was also found, and a possible correlation between labeling a company as a digital marketing agency instead of a marketing agency emerged as well. Thus, under the light of these findings, it can be concluded that the field of marketing is shedding its skin made of traditional marketing means and is moving towards a time defined by digital marketing.