International Marketing Strategy for Forest Fire Extinguishing Agent
Ohtonen, Anu (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202405069427
https://urn.fi/URN:NBN:fi:amk-202405069427
Tiivistelmä
The objective of this product-oriented Thesis, commissioned by the Finnish safety technology company PPO-Elektroniikka Oy, was to create an international marketing strategy for forest fire extinguishing agent PPO® ForExt.
Forest and wildfires are increasing around the world causing catastrophic impacts. PPO® ForExt is an innovative solution created to stop uncontrolled fires from spreading. ForExt-water-mixture together with the invented spreading technique offers a sustainable, efficient and affordable way to fight forest and wildfires. Despite this, the marketing of the product has been difficult since the common attitude towards innovations within the industry is hesitant and prejudiced due to previous failures of businesses trying to solve this global issue.
This Thesis discusses the creation of an international marketing strategy and focuses on Business-to-Business markets from a small and medium-sized business perspective. It consists of three parts: an introduction, a theoretical section of marketing strategy creation and an empirical section, where all theoretical information is gathered and transformed into a real-life marketing strategy. The strategy includes mission, vision and values, market, customer needs, competitor, PESTEL and SWOT analyses, marketing mix and an AIDA model.
This Thesis employs a qualitative and deductive approach to investigate the process of international marketing strategy creation. It draws upon a variety of sources, including the latest literature, topic-related podcasts, blogs, videos, websites, databases, and the commissioner's insights. Through thorough thinking and analysing, a deep understanding is gained, which is applied in the case of ForExt. The international marketing strategy as an end-product works as a base for marketing plan creation and helps the commissioner to proceed consistently on the global markets.
Forest and wildfires are increasing around the world causing catastrophic impacts. PPO® ForExt is an innovative solution created to stop uncontrolled fires from spreading. ForExt-water-mixture together with the invented spreading technique offers a sustainable, efficient and affordable way to fight forest and wildfires. Despite this, the marketing of the product has been difficult since the common attitude towards innovations within the industry is hesitant and prejudiced due to previous failures of businesses trying to solve this global issue.
This Thesis discusses the creation of an international marketing strategy and focuses on Business-to-Business markets from a small and medium-sized business perspective. It consists of three parts: an introduction, a theoretical section of marketing strategy creation and an empirical section, where all theoretical information is gathered and transformed into a real-life marketing strategy. The strategy includes mission, vision and values, market, customer needs, competitor, PESTEL and SWOT analyses, marketing mix and an AIDA model.
This Thesis employs a qualitative and deductive approach to investigate the process of international marketing strategy creation. It draws upon a variety of sources, including the latest literature, topic-related podcasts, blogs, videos, websites, databases, and the commissioner's insights. Through thorough thinking and analysing, a deep understanding is gained, which is applied in the case of ForExt. The international marketing strategy as an end-product works as a base for marketing plan creation and helps the commissioner to proceed consistently on the global markets.