Marketing Strategy for a Software Company : Focus on Creating Visibility for Services
Jäppinen, Anna-Mari (2014)
Jäppinen, Anna-Mari
Tampereen ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201501091137
https://urn.fi/URN:NBN:fi:amk-201501091137
Tiivistelmä
The main objective of this thesis was to make an efficient yet inexpensive marketing strategy for a growing software company to compete with their services in the Finnish business-to-business market. The purpose was to attract visibility to and subsequently improve the sales of the company’s customer-based solutions and system maintenance services. Furthermore, the company wanted to establish their name as a reliable go-to company in the market of the aforementioned services.
The need for this thesis arose from the fact that even though Company X had a strong customer base, it was mostly through its own initiative and active sales that they had gotten business so they really needed to bring their name out more.
Applicable literature and web sources such as articles were used in writing the theoretical part of this thesis. The customers of Company X were interviewed in a survey that contained both qualitative and quantitative questions. The founders of the company were also interviewed.
The result was a marketing plan and strategy that is easy to implement and monitor and that is based on improving customer service, web presence, and marketing communications.
As a conclusion it can be said that the field at which the case company competes is challenging in terms of differentiation and marketing. In this situation it is usually best to find out what matters the most to customers and make that the basis of operations.
This thesis contains information that is confidential.
The need for this thesis arose from the fact that even though Company X had a strong customer base, it was mostly through its own initiative and active sales that they had gotten business so they really needed to bring their name out more.
Applicable literature and web sources such as articles were used in writing the theoretical part of this thesis. The customers of Company X were interviewed in a survey that contained both qualitative and quantitative questions. The founders of the company were also interviewed.
The result was a marketing plan and strategy that is easy to implement and monitor and that is based on improving customer service, web presence, and marketing communications.
As a conclusion it can be said that the field at which the case company competes is challenging in terms of differentiation and marketing. In this situation it is usually best to find out what matters the most to customers and make that the basis of operations.
This thesis contains information that is confidential.