This research focused on creating a customer-driven marketing strategy for the case com- pany. The case company focuses only on the sale of used motorcycles and their small maintenance in Southern Finland. Thus, it would be possible to research the motorcycle rental market. This type of activity could also be beneficial for the case company. In addition, the case company can expand its range by selling snowmobiles, ATVs, and other special vehicles. These areas of activity could also be researched in more detail and their results could be useful for this business.
8 SUMMARY
The main purpose of this research is to help the case company create a customer-driven marketing strategy. To do this, it was necessary to answer the main research question and formulate an development plan. To answer the main research question and draw up an development plan, the author carried out work on the search and analysis of the theoretical and empirical foundations of the thesis.
Chapters 1-4 of the thesis collected theoretical data on the marketing environment, market- ing strategy, and a detailed description activity of the case company. In chapters 5-7, an empirical analysis of the topic under research was carried out. To do this, marketing tools such as the analysis of the case company with the help of five forces of Michael Porter and SWOT analysis were used. Interviews with the CEO of the case company, interviews with clients, and an online survey were also conducted. These data were also analyzed. In the conclusion, an answer was given to the main research question and an development plan was formulated. Thus, the purpose of the research was achieved.
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Oral sources:
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Appendix 1. Interview with the CEO of the case company №1 1. Who are key partners of your company?
2. How they do help your company?
3. How your company does help them?
4. Which is the benefit of the interaction with partners?
Appendix 2. Interview with the CEO of the case company №2
1. Which 3 brands of motorcycles have been sold the most in the last 2 years?
2. Of these three brands, which brand is the most popular among customers?
3. In what price range were these three brands represented?
4. Could the company provide a one-time free motorcycle service to customers who bought a motorcycle from the company?
5. Could the company organize motorcycle events to attract new customers and increase loyalty to the company among regular customers? If so, at what intervals?
6. Which class of motorcycles is the most popular among customers?
Appendix 3. Interview with customers
1. What class of motorcycles do you prefer to use?
2. Which motorcycle brand is preferable for you?
3. What price do you consider the most suitable for a used motorcycle?
4. Under what conditions would you service your motorcycle in a case company? Does the speed of execution, the availability of basic spare parts, the loyalty card affect this?
5. Would you like to participate in motorcycle-themed events organized by the case com- pany?
Appendix 4. Survey