Development of a strategy to attract and keep business customers

Abstract

The thesis was conducted for Dreamline Arvutikeskus OU. It is an Estonian company that provides computers and IT services. In March 2014 the company decided to increase the number of business clients and to build long-term relationships with them. The main purpose of the thesis is to define needs of the target audience and to develop the strategy to attract and keep business customers. In order to perform that, the following steps in the research had been performed: 1) Collecting theoretical information about the thesis topic from books, magazines and journals. 2) Interviewing the supervisor from Dreamline OU in order to get information about the existing situation in the company. 3) Conducting survey among potential customers in order to identify their needs. 4) Determining problems and challenges that company faces. 5) Analyzing all gathered information and finding the ways to attract and keep business customers 6) Presenting outcomes and giving recommendations on how to improve the situation. The results of the survey and the interview showed several problems and challenges that the company faces. It includes: wrong product offer; the unprofitably of providing services to business customers and the difficulty to promote services; the undefined right communication mes-sage; the fact that current advertising does not affect the business customers enough; lack of trust to the company; involvement of different groups to the decision-making process; absence of the database on every business customer and the loyalty programs. The development plan that the author recommends to implement includes following steps: promoting and selling desktop computers to business clients, building the trust, implementing new marketing communication channels, the creation of the database and implementation of loyalty programs. Moreover, the author recommends to conduct the research on customer awareness about the company and its offers.