EXHIBITION VISIBILITY; case Moventas Gears Ltd Service WG division
Elijärvi, Maaret (2014)
Elijärvi, Maaret
Jyväskylän ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014061212718
https://urn.fi/URN:NBN:fi:amk-2014061212718
Tiivistelmä
Wind power business has been developing rapidly during last 10 years and turbines are sprouting up around the globe in record numbers. Moventas Gears Oy is one of the suppliers to the global wind turbine industry. Moventas Gears Oy has two different divisions on wind gear business, new manufacturing (CAP) and service (SER) divisions.
The purpose of this work is to improve Moventas Gears Wind Service (SER) marketing visibility and as a target was taken exhibitions. In this work, will be concentrate on two main Service events which Moventas Gears Oy participated on year 2012 Eolica Expo Mediterranean and RenewableUK.
The framework is divided into marketing communication; exhibition strategy and exhibitions stand theories. Method used was action research and interviews used were theme interviews. Seven interviews were made during the events and also three Moventas Gears own personnel were interviewed.
Main conclusions were that Moventas showpiece gearbox only tells that Moventas manufactures gearboxes. Showpiece does not tell about other products which Moventas can provide related to the lifecycle of the gearbox. Also the graphics which are in use at Moventas pop – up stand does only tell about Moventas CAP not the SER division.
As for further research on the topic, there could be good to research the brand awareness of Moventas Gears Oy. As the brand has been changing during the past couple of years.
The purpose of this work is to improve Moventas Gears Wind Service (SER) marketing visibility and as a target was taken exhibitions. In this work, will be concentrate on two main Service events which Moventas Gears Oy participated on year 2012 Eolica Expo Mediterranean and RenewableUK.
The framework is divided into marketing communication; exhibition strategy and exhibitions stand theories. Method used was action research and interviews used were theme interviews. Seven interviews were made during the events and also three Moventas Gears own personnel were interviewed.
Main conclusions were that Moventas showpiece gearbox only tells that Moventas manufactures gearboxes. Showpiece does not tell about other products which Moventas can provide related to the lifecycle of the gearbox. Also the graphics which are in use at Moventas pop – up stand does only tell about Moventas CAP not the SER division.
As for further research on the topic, there could be good to research the brand awareness of Moventas Gears Oy. As the brand has been changing during the past couple of years.