MARKETING RESEARCH FOR POLUNMUTKA OY – BUILDING VALUE-BASED CO-OPERATION
Pulkkinen, Jani (2021)
Pulkkinen, Jani
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121425785
https://urn.fi/URN:NBN:fi:amk-2021121425785
Tiivistelmä
Small- and medium-sized companies are always on the edge of finding innovative ways to improve their services and customer experiences. Polunmutka Oy provides private, personally customizable service for home dwelling elderly. This thesis was conducted to develop providers’ services and provide potential for new market entry and build value-based business operations. The thesis aim was to form theoretical bases for a market-ing mix in the presented form of the 4Ps model. A marketing mix was suited to meet providers’ needs to enter business to business and business to government market segments.
The research methods consist of mixed methods. This includes a survey to receive field information from the target market about desired services and aspects that affect the choices of the service providers. This shines light on the business purchase behavior and the business buying process. International benchmarking was used to give a broad-er range of scope in service design and development. This compliments the survey by providing an innovative approach to form the marketing mix for the provider.
The research results yield the strategy bases for a new marketing mix. In addition, the research gives means to expand the providers’ operations and ways to build innovative value-based co-operation in the operation area.
The research methods consist of mixed methods. This includes a survey to receive field information from the target market about desired services and aspects that affect the choices of the service providers. This shines light on the business purchase behavior and the business buying process. International benchmarking was used to give a broad-er range of scope in service design and development. This compliments the survey by providing an innovative approach to form the marketing mix for the provider.
The research results yield the strategy bases for a new marketing mix. In addition, the research gives means to expand the providers’ operations and ways to build innovative value-based co-operation in the operation area.