Marketing strategy and plan for Jidoka Technologies Oy : how to do business-to-business marketing with limited resources

Abstract

The main objective of this thesis was to create a digital business-to-business (B-to-B) marketing plan and strategy for Jidoka Technologies Oy and provide them with a template to base all future business endeavours on. Jidoka Technologies Oy is a small company from Pirkkala that functions in multiple different areas of business, such as program development, LED screens, content management systems, and e-commerce. Their newest innovation is the digital scoreboard technology, which was also the focus of the resulting marketing strategy and plan.

The theoretical background for this thesis and the resulting template is built on marketing, digital marketing, and relationship marketing theories. The main goals of this marketing strategy and plan are to provide the means to strengthen the company’s brand image, make the company more visible to the public, and increase traffic and lead generation on its website. Because of the limited number of staff in the company’s marketing department, the resulting marketing strategy and plan had to be simplified to suit the needs of the case company. The resulting strategy, plan and template were designed to cover the essentials in a quick and easy way.

The main recommendations given to the case company focus on maintaining their main website and gaining a sustainable competitive advantage by build-ing lasting relationships with their customers. The marketing strategy and plan made for the company is simplistic and practical to allow for quick referencing and accessibility even with limited resources, and it includes a media schedule divided into four quarters that is designed to help prepare for the whole year. Should the company gain more resources in marketing, the strategy and plan can be easily customised to allow this.