DEVELOPING MARKETING STRATEGY CASE: COMPANY PROVIDING HEARING CARE SOLUTIONS
Laitinen, Mika (2015)
Laitinen, Mika
Satakunnan ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201601061065
https://urn.fi/URN:NBN:fi:amk-201601061065
Tiivistelmä
Business environment is nowadays very complex and in a status of continuous change. Information flood from all possible mediums makes it difficult to companies to differentiate from competitors. It requires more skills to be able to adapt in the situation. If they are not able to adapt it might even threat their survival. Marketing tools which were successfully used earlier might not be suitable on today’s world. The purpose of this study is to create a certain guideline and plan how the case company can adapt to its changing business surroundings.
Public health care is in the state of change. Fast population aging is increasing amount of patients in Finnish hospitals. Current structure is under pressure and needs corrective actions which started already by former government. Case company has been functioning successfully in hearing care market which is facing changes in the near future. To adapt to the future development it needs to rearrange its functions to be able to continue business successfully.
This study is structured around four questions: Where are we now? Where do we want to be? How we will get there? Did we get there? Case study method was chosen to be able to deeply understand the process. Case study also illustrates the research process and ties it strictly to business environment. Marketing strategy process is based on analysing surroundings and company itself. In these analyses I used many
different models for example Porters five forces and scenario analysis.
Data collection methods are qualitative due to the nature of the research. Focus is on documents, archival records and interviews. I interviewed three persons which have long and versatile experience from hearing care market. Interviews were analysed through content analysis method.
The outcome of this study is a marketing strategy which is a guiding tool how the company will function in the changing environment.
Public health care is in the state of change. Fast population aging is increasing amount of patients in Finnish hospitals. Current structure is under pressure and needs corrective actions which started already by former government. Case company has been functioning successfully in hearing care market which is facing changes in the near future. To adapt to the future development it needs to rearrange its functions to be able to continue business successfully.
This study is structured around four questions: Where are we now? Where do we want to be? How we will get there? Did we get there? Case study method was chosen to be able to deeply understand the process. Case study also illustrates the research process and ties it strictly to business environment. Marketing strategy process is based on analysing surroundings and company itself. In these analyses I used many
different models for example Porters five forces and scenario analysis.
Data collection methods are qualitative due to the nature of the research. Focus is on documents, archival records and interviews. I interviewed three persons which have long and versatile experience from hearing care market. Interviews were analysed through content analysis method.
The outcome of this study is a marketing strategy which is a guiding tool how the company will function in the changing environment.