Necessary steps of a market introduction process in B2B market: case study: Jujo Thermal Kauttua Oy
Sevänen, Severi (2022)
Sevänen, Severi
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022111522705
https://urn.fi/URN:NBN:fi:amk-2022111522705
Tiivistelmä
The purpose of this thesis is to find methods that have been found to be successful when introducing a product to the Business-to-Business (B2B) market, so, that the commissioning company Jujo Thermal Kauttua Oy can apply these methods to their current launch tactics. To achieve this, the theory researched previous studies of how marketing works in B2B, B2B market behavior, and successful measures for a product launch.
Studies from the theoretical framework are compared to the commissioning company’s current market introduction methods. To understand the current procedures, the author decided to use a qualitative research method and interviewed personnel working within the company who also work in product development.
The results demonstrate that the most successful launches are the ones that have been well prepared by motivated employees, who can identify different launch activities and apply these practices accordingly. The thesis writer recommends that the commissioning company considers implementing such practices into their product development in order to improve the launch.
Studies from the theoretical framework are compared to the commissioning company’s current market introduction methods. To understand the current procedures, the author decided to use a qualitative research method and interviewed personnel working within the company who also work in product development.
The results demonstrate that the most successful launches are the ones that have been well prepared by motivated employees, who can identify different launch activities and apply these practices accordingly. The thesis writer recommends that the commissioning company considers implementing such practices into their product development in order to improve the launch.