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Ärikliendikeskse turundusplaani loomine tehniliste komponentide valdkonnas Wermundsen OÜ näitel

Eespere, Otto (2017) Ärikliendikeskse turundusplaani loomine tehniliste komponentide valdkonnas Wermundsen OÜ näitel. [thesis] [en] Business client oriented marketing plan in the field of technical components at the example of Wermundsen OÜ.

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Abstract

Lõputöö käigus koostas autor Wermundsen OÜ pakutavale Wexon tootevalikule turundusplaani. Töös keskenduti 2017. aastale sellel põhjusel, et struktuurimuutustest lähtudes oli vajalik luua turundusstrateegia ning meetmed, millele toetudes oleks võimalik edukalt saavutada seatud turunduseesmärgid 2017. aasta lõpuks. Töö käigus andis autor ülevaate firma ajaloost ning Wexon tootevaliku omapäradest, mida oli vajalik turundusplaani koostades järgida. Samuti võeti vaatluse alla firma sise-, mikro- ning makrokeskkonna tegurid. Mikrokeskkonda analüüsides määras autor kindlaks Wexon tootevalikule suurimat konkurentsi pakkuvad firmad, mis jagunesid insenerilahenduste pakkujateks ning tehniliste komponentide müüjateks. Samuti määras autor kindlaks viis potentsiaalset sihtsegmenti tehniliste komponentide turustamiseks ning koostas SWOT analüüsi. Viimane peatükk on keskendunud turundusstrateegia ning turundusplaani loomisele. Selle käigus lõi autor turundusstrateegia, mis näeb ette aktiivset tööd olemasolevate klientidega ning isikliku müügi tähtsust uute klientide puhul. Samuti leidis autor, et suurt rõhku oleks vaja turundamisel suunata peamistele tootegruppidele, sest läbi nende on firma suuteline paremini välja tooma enda strateegilisi eeliseid. Lisaks arvas töö autor, et tänu suurele tootevalikule ning kvaliteetsele oskusteabele on võimalik saavutada edu ka väiksema konkurentsitihedusega segmentides energia-, kütuse-, keemiatööstuste ning kütuste käitlejate näol, mida peaks Wermundsen OÜ ära kasutama. Läbi 4P turundusmeetmestiku tõi autor välja tegurid, läbi mille saavutatakse seatud eesmärgid 2017. aasta lõpuks. Autori lähtekohast on vajalik planeerida kliendikülastusi olemasolevate, kui ka potentsiaalsete klientidega, et kinnitada koostööd ning samuti viia tooted uute klientideni. Sellepärast on olulisel kohal tooteesitluste loomine, mida oleks võimalik kasutada kliendikülastustel. Samuti leiab autor, et uuendamist vajab firma koduleht ning tuleb luua lühikesed tootekataloogid. 2017. aasta viimases kvartalis on autori seisukohalt vajalik reklaamida Wexon tootevalikult ajakirjas Inseneeria ning samuti osaleda 2017. aasta Instrutec tööstusmessil uute koostöösidemete leidmiseks. Töö lõpus andis autor ülevaate turundustegevustele seatud tähtaegadest 2017. aastal ning samuti tõi välja ettepanekud, millele oleks vajalik tähelepanu pöörata tulevikus.

Abstract [en]

The author of this final thesis created a marketing plan for the Wexon product range offered by Wermundsen OÜ. The work was focused on 2017, because changes have been made in the company’s structure and it was necessary to choose appropriate strategic qualities to accomplish the goals that were set for 2017. The author gave an overview of the company and also the Wexon product range to follow up the criterias concerning the marketing plan. Under examination are the internal-, micro-, and macro environment factors that will influence the company. During the examination of the micro environment, the author defined main competitors for the company’s Wexon product range, which were in turn divided into two groups: companys offering engineering solutions and companys selling technical components. The author also defined five potential target segments for technical components and created a SWOT analysis for the company. In the last paragraph, the author focused on the creation of a marketing strategy and marketing plan. The author created a marketing strategy that follows the idea of active communication with existing clients and the importance of personal sales concerning new potential clients. The author also pointed out that it would be necessary to put more effort into sales within the main product groups as it would help the company bring out their strategic advantages. The author also belives that a wide product range and technical knowledge would help the company achieve success in the segments with less competition, consisting of companys producing energy, chemicals and fossil fuels. Through 4P’s of marketing, the author of this final thesis brought out qualities that will help achive the set goals by the end of 2017. From the author’s point of view, it is important to plan visits both with existing and new clients in order to confirm co-operation and also introduce products to new potential clients. Here also lies the importance to create client-oriented presentations that could be used during the visits. The author also finds necessary to conduct updates on the company’s webpage and also to create short product catalogs. In the last quarter of 2017, it would be necessary to release advertisement about the Wexon product range in the magazine „Inseneeria“ and also participate in an industry fair called „Instrutec“ to find new cooperation ties. In the end of the thesis, the author gave an overview of deadlines considering the marketing activites in 2017 and also proposed some suggestions necessary or beneficial for future development.

Item Type: thesis
Advisor: Meelis Bergmann
Subjects: Economy and Management > Entrepreneurship and Marketing
Divisions: Institute of Circular Economy and Technology > Engineering Materials and Marketing
Depositing User: Otto - Theodor Eespere
Date Deposited: 08 Jun 2017 08:35
Last Modified: 08 Jun 2017 08:35
URI: http://eprints.tktk.ee/id/eprint/2901

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