Business-to-Business omnichannel marketing plan for high-end company : case company: Addcomposites Oy

Abstract

The thesis aims to build an omnichannel marketing plan for the high-end company – Addcomposites Oy. Addcomposites Oy is a start-up in Espoo, Finland which focuses on automated solutions for composites manufacturing in a variety of industries (i.e., aerospace, defense, automotive, sporting goods, etc.). Addcomposites Oy aims to replace manual workers with automated solutions which increase productivity while reducing material waste during manufacturing.

The author conducts the research with deductive reasoning which is based on the qualitative method. The primary data was collected through three interviews with Technical Sales Engineer, CEO, and Head of Marketing at Addcomposites Oy. The author has worked as an intern and marketing specialist in the company and the observations during that period will be considered in the thesis. Besides, the secondary sources are synthesized through books and e-books, articles, and journals to understand the foundation of marketing. The primary and secondary data will be collected and analyzed during the first three stages of the SOSTAC® Marketing Planning Model.

Based on the research on the first three stages, the author creates an omnichannel marketing team in which the implementation and evaluation of the plan will be included in the thesis in the next three stages of the SOSTAC® Marketing Planning Model – tactics, action, and control. In the summary, the author will conclude the research and provide notes on the limitations and recommendations in the thesis.