Improving the Marketing of an Insurance Brokerage Case: Brokerlink Oy
Tyni, Janne (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120526507
https://urn.fi/URN:NBN:fi:amk-2022120526507
Tiivistelmä
This Bachelor’s thesis was commissioned by Brokerlink Oy, an insurance brokerage in Oulu. The
purpose of this thesis is to find ways to improve the marketing of the brokerage to aid in gaining
new clients.
The theoretical framework consists of key concepts explained with literature relevant to the re search as the source. Other sources include articles from the internet. The main concepts for this
thesis are B2B-marketing, services marketing, and the 7P’s marketing mix.
Due to the author having worked with the commissioning company for nearly a year at the time of
beginning the thesis, the author possessed prior knowledge of how the company operates, and
their current marketing situation. Therefore, the only empirical research done was one interview
with the key personnel of Brokerlink, including the CEO, the VCEO and PR/HR personnel, as well
as an analysis of the external strengths and weaknesses of competition based on publicly available
sources. The aim of this research was to gain deeper knowledge of the goals, values and other
marketing related matters of the commissioning company.
The interview along with other sources of data were used to form a situation analysis. A SWOT
analysis was conducted, which gave insight onto both the internal and external micro and macro
environments. Through the literature research, the empirical research, and the SWOT analysis
knowledge was gained on how to improve the marketing situation. The main issue which Brokerlink
faced was lack of visibility and reach in the market. During the interviews Brokerlink set a goal of
10% of clients from passive marketing, and methods to help reach this goal were formed, along
with methods to improve other aspects of marketing as a bonus
purpose of this thesis is to find ways to improve the marketing of the brokerage to aid in gaining
new clients.
The theoretical framework consists of key concepts explained with literature relevant to the re search as the source. Other sources include articles from the internet. The main concepts for this
thesis are B2B-marketing, services marketing, and the 7P’s marketing mix.
Due to the author having worked with the commissioning company for nearly a year at the time of
beginning the thesis, the author possessed prior knowledge of how the company operates, and
their current marketing situation. Therefore, the only empirical research done was one interview
with the key personnel of Brokerlink, including the CEO, the VCEO and PR/HR personnel, as well
as an analysis of the external strengths and weaknesses of competition based on publicly available
sources. The aim of this research was to gain deeper knowledge of the goals, values and other
marketing related matters of the commissioning company.
The interview along with other sources of data were used to form a situation analysis. A SWOT
analysis was conducted, which gave insight onto both the internal and external micro and macro
environments. Through the literature research, the empirical research, and the SWOT analysis
knowledge was gained on how to improve the marketing situation. The main issue which Brokerlink
faced was lack of visibility and reach in the market. During the interviews Brokerlink set a goal of
10% of clients from passive marketing, and methods to help reach this goal were formed, along
with methods to improve other aspects of marketing as a bonus