Marketing Plan for B-to-B Customers

Abstract

The aim of this bachelor´s thesis was to create a marketing plan for business-to-business customers of TJM-Putkitekniikka Oy. The company operates in the field of heating, ventilation and air conditioning. The company needed a structured marketing plan to do more efficient marketing and to strengthen its position on the business-to-business markets. The main reason for the marketing plan was to achieve more visibility and new customers. The objective of the thesis was to find out what factors influence in the decision making of business customers when choosing the HVAC company to operate in their premises. The information gathered from the survey was used for the marketing plan in order to assist in the selection of appropriate marketing tools for different customer groups.

The theoretical framework focuses on services marketing because it is very different to product marketing. The other important factor in the thesis is how to do business-to-business marketing. Due to confidentiality reasons the marketing plan is not published and it can be found in the appendices of this thesis.

The aim was to offer different kind of marketing possibilities for the company. The selected marketing tools are appropriate for a small company which aims to achieve more sales. For the company it is important to choose the tools that are suitable for the chosen customer group.

In order to ensure the growth of the company in the future the actions in the marketing plan should be implemented. The marketing plan was created for the current situation of the company. After the goals have been achieved it is time to update the marketing plan. It is important to follow the changes in the external environment and react to them.