Marketing plan: Case Savon Varaosa ja Tarvike Oy

Abstract

The aim of this thesis was to create a marketing plan for Savon Varaosa ja Tarvike Oy. The commissioner of the thesis operates in retail of car spare parts and accessories. In addition to car spare parts, the company sells small solar panel systems as a seasonal product. The lack of marketing plan meant for instance that the company had not explored its target markets and competitors. The objective was also to provide the company about how marketing could be implemented in the future. As part of the thesis, a theory base was developed to discuss marketing in car spare parts retail, including defining the marketing objectives, selecting useful tools for marketing, and performing various analyses. An interview with the representative of the case company was conducted as part of the research project to recognize strengths, weaknesses, opportunities, and threats of the company with help of SWOT analysis, to differentiate the company from competitors, and to increase their market appearance in the catchment area. As well as gaining a deeper understanding of the current marketing situation and what target audiences the company was targeting, the objective was to discuss the company’s future direction. As a result of the thesis, a marketing plan was created for the case company based on the interview responses and other sources, which the entrepreneur can further utilize. The research and analyses conducted to create the marketing plan can benefit the company's situation in the future too.