The development of a B2B marketing plan : case company: t:42

Abstract

The study aimed to produce a functional B2B marketing plan for the case company. It was carried out in cooperation with the case company, t:42. The case company did not have a marketing plan before starting operations in 2024. Besides the plan, the thesis examined the business market and B2B marketing characteristics.

The theories of B2B marketing and marketing planning formed the theoretical basis of the thesis. The study used the SOSTAC© and RACE frameworks to create the B2B marketing plan for the case company. When creating the marketing plan, the thesis focused mainly on the construction and sustainable materials industries. The study conducted an interview with the team of t:42. The purpose of the interview was to gather more knowledge about the case company’s current marketing, wants and needs and future objectives for marketing. In addition, research about potential customers and analyses of the market and competitors were carried out.

The thesis result is a clear and practical B2B marketing plan that follows the SOSTAC© planning process step-by-step. The plan's extensive situation analysis gave valuable insights into the market. In addition, the thesis instructs the reader and other similar startups on making a practical B2B marketing plan.