Determination of a B2B marketing strategy: marketing mix
Polishchuk, Vlada (2023)
Polishchuk, Vlada
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060217437
https://urn.fi/URN:NBN:fi:amk-2023060217437
Tiivistelmä
The research focused on exploring of the Belgian agricultural market where market segmentation, segment evaluation and targeting, as competitive landscape positioning will be conducted to provide a solid base for further marketing strategy planning.
Agrico is a B2B Estonian customer-centric agricultural distribution company that offers industrial plant construction services for animal feed. The company aims to expand its existing services to the Belgian market, which entails a risky decision that necessitates the development of a reliable marketing strategy.
Semi-structured interviews with medium-sized farms and a senior engineer specialising in industrial plant inspections were conducted to obtain a practical overview of the current market situation. Additionally, brief interviews with existing and potential customers provided data for a perceptual mapping of the competitive landscape. Furthermore, secondary data reviews from official companies' websites assisted in more accurate market segmentation.
The primary result of this study was the development of a marketing mix tailored for the potential customer segment of Agrico. Moreover, the research findings were employed by Agrico to formulate the marketing strategy for its entry into the Belgian market.
Agrico is a B2B Estonian customer-centric agricultural distribution company that offers industrial plant construction services for animal feed. The company aims to expand its existing services to the Belgian market, which entails a risky decision that necessitates the development of a reliable marketing strategy.
Semi-structured interviews with medium-sized farms and a senior engineer specialising in industrial plant inspections were conducted to obtain a practical overview of the current market situation. Additionally, brief interviews with existing and potential customers provided data for a perceptual mapping of the competitive landscape. Furthermore, secondary data reviews from official companies' websites assisted in more accurate market segmentation.
The primary result of this study was the development of a marketing mix tailored for the potential customer segment of Agrico. Moreover, the research findings were employed by Agrico to formulate the marketing strategy for its entry into the Belgian market.
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