The qualitative method is presented in the form of interviews with the CEO of the case company and with customers. The conclusion of the research shows that focused marketing is more beneficial for the case company.
Research Background
It describes the research background, thesis objective, research questions, limitations, research methodology, theoretical framework, data collection and structure.
Thesis Objectives, Research Questions, and Limitations
The presented conclusions, findings, ideas, marketing strategy and recommendations, which were created in the research process, have practical and theoretical importance especially for the case company. Finally, the thesis is limited by the specific resources of the eligible company, such as its budget, retail space, and human resources.
Theoretical Framework
Finally, the thesis is limited by the specific resources of the case company, such as its budget, retail space and human resources. The role of the brand and brand is to emphasize the uniqueness of the product to increase its competitiveness and highlight the qualities that positively distinguish it from others. Companies that sell motorcycles pay attention to the brand because many bikers are in communities that are united by the subculture of the brand.
Research Methodology and Data Collection
This research uses the qualitative method by conducting interviews with the CEO of the case company and customers. This information is contained in the interviews with the managing director of the case company and customers, as well as in the questionnaire.
Thesis Structure
In addition, the level of industry competition, partners and products from the case company are shown in the chapter. The SWOT analysis shows the internal and external weak and strong sides of the case company.
Macroenvironment
The current trend of the political environment is not only the strict regulation of business operations, but also the formation of socially responsible behavior or cause-related marketing among companies. These six main elements of the marketing macro-environment play an important role in shaping a customer-driven marketing strategy.
Microenvironment
All elements of the microenvironment are connected, but the strongest and mutual links are established with the company. Disruptions in supply or the lack of an alternative supplier can lead to significant costs for the company.
Internal Environment and SWOT Analysis
The threat of new entrants gives an understanding of the possibility of gaining market shares by new companies. Also, buyers may ignore a company's offer if they have many alternative offers from other companies. So a large number of competitors with the same features in a small area leads to a high level of competition for customers. company as strong and weak management, big or small budget, strong or weak reputation of the company.
After understanding its strengths, weaknesses, threats and opportunities, the company must carefully analyze each of the points and make connections between them. This chapter provides the theoretical foundation of the basic elements of the customer-driven strategy.
Market Segmentation
The peculiarity of the business market is that it consists of companies or company structures. Companies choose the segment of the business market with which it is most profitable for them to operate. The participants in the international market are companies located in different countries.
International markets can be segmented depending on the level of economic well-being of the population of countries. Segmentation also occurs depending on the cultural characteristics of the population of countries and the political situation of the state.
Targeting
Convenience factors are the proximity of the location, a similar logistics policy, a similar line of business activity. An undifferentiated or mass marketing strategy aims to create a product that meets the needs of the majority of customers. An undifferentiated product is a product that practically has the same properties regardless of the manufacturer.
But the development of a separate trade offer for each market segment requires additional costs for the company, so this type of strategy is more convenient for companies with large budgets. Thus, the strategy of concentrated marketing is almost equivalent to the strategy of differentiated marketing, but it serves consumers from a smaller and narrower segment of the market.
Differentiation and Positioning
A local type of micromarketing adapts its trade offer to the needs of representatives of certain territories to their habits or local peculiarities of life. The application of the micro-marketing strategy can be seen by the example of a case company when it makes custom tuning of a motorcycle or replaces the windshield of a car according to the customer's wishes. By using the example of a case company, it is possible to consider how differentiation and positioning can be implemented in practice.
Honda already has a strong position in the market, so the case company should differentiate its offer, for example by adding a one-time free oil change in the engine or making adjustments to all systems. This small addition to the sale of the main product can be considered a unique selling proposition created through differentiation.
Case Company Products and Partners
The Industry and the Main Competitors
According to the information on the company's website, the number of used motorcycles per January 28, 147. According to data on the website, the company is focused on selling motorcycles with an engine capacity of up to 50 cc. In order to determine the level of competitiveness of the case company in this thesis, an analysis of Michael Porter's five forces was carried out.
Streamauto Oy is partly dependent on competitive forces because the level of competition in this industry is medium. The power of the suppliers is low because the suppliers are owners of used motorcycles who live in southern Finland.
Empirical Research
In addition, this chapter contains data on interviews and surveys used in the thesis.
Data Collection
Online survey results to find out optional information about customer preferences Jan 2022 – Feb 2022 Analysis of the received. The actual process of writing the dissertation began in November 2021, as by this time the author has formed a complete understanding of the operations of the case company and this industry. The decline in motorcycle sales occurred due to the closure of the motorcycle season due to fall weather conditions.
After conducting interviews and receiving the results of online surveys, the author began to analyze them. For the entire period since the beginning of data collection, the author researched the Internet sources of the necessary scientific literature on the subject, which were also used in the process of writing the thesis.
Data Analysis
Interview with CEO of the Case Company
Interview with Customers
Most of the answers give reason to believe that the most popular classes of motorcycles among customers are touring motorcycles and sports bikes. Brands such as Ducati, Aprilia, Triumph, BMW, Harley Davidson, Indian, Agusta, KTM were less popular among the respondents because these brands are more specific and more expensive. According to the respondents, many of them would like to service their motorcycles in a case company.
An important component for corporate engine maintenance is the speed of order execution, a customer card and the availability of basic consumables (spare parts). Also, the surveyed consumers would like to participate in motorcycle events organized by the case company.
Survey
The sixth question is related to the importance of motorcycle service in the case of a company after purchase. The seventh question is related to the attitude towards participation in motorcycle events organized by the company in question. The most popular classes of motorcycles according to the responses of customers and the company director are case touring and.
Also, most buyers are loyal to service in the company business and participation in motorcycle events. In addition, the chapter contains a description of the development plan drawn up for the case company and a unique selling proposition.
SWOT Analysis
The case company currently does not have a clear marketing strategy aimed at selling used motorcycles. Opportunities include the following factors: expanding the case company's activity within the Southern Finland region, such as opening branches. In addition, the case company can increase the market share of sales of used Honda and Kawasaki motorcycles in the touring and sports bike class.
The case company can also provide a quick one-time free after-sales service for motorcycles. Threats to the case company are mainly expressed in the fact that the used motorcycle sales industry has a high level of competition.
Marketing Strategy
Development Plan
Also, to attract customers and raise awareness of the case company, the case company can organize motorcycle events. These CEO interviews show that the case company can organize three motorcycle events during the motorcycle season (May-October). Also, as described in the previous sub-chapter of the thesis, the company should focus on selling used Honda and Kawasaki motorcycles in the touring and sports bike classes in the price range of 3000-5500 euros.
Such a marketing strategy will create the positioning of the case company as a company specializing in only two brands and classes that are popular among customers. It will also create a positive positioning of the case company in the minds of customers.
Answers for Research Questions
How can the case company create an attractive customer-driven marketing strategy and increase its customer base and sales. First of all, the case company should focus on the sale of used Honda and Kawasaki motorcycles of touring classes and sports bikes in a segment of affordable Euro prices). Also, offering a one-time free service of the motorcycle after its purchase in the case company is considered as a unique selling proposition.
The staff of the case company should be well acquainted with all the features of these motorcycles. How can the case company create an attractive customer-driven marketing strategy and increase its customer base and sales.
Validity and Reliability
Interviews with customers and an online survey were aimed at obtaining data about their preferences. In addition, the research made use of the author's observation gained during an internship in the case company. It should be noted that the case company is a young company and does not have a large customer base.
Secondary sources of research include theoretical data obtained by reviewing the literature on the topic and Internet sources. The information described above about the sources, the process of data collection and analysis, and the answers to the main and sub-questions formulated give reason to assess that the research is valid and reliable.
Suggestions on Further Research
The main purpose of this research is to help the case company create a customer-driven marketing strategy. In order to answer the main research question and draw up a development plan, the author has done work on searching and analyzing the theoretical and empirical foundations of the thesis. To do this, marketing tools such as the analysis of the case company using Michael Porter's five forces and SWOT analysis were used.
Interviews with the CEO of the case company, interviews with clients and an online survey were also conducted. Would you like to participate in motorcycle themed events organized by the case company.
