Relationship marketing in Latin American context: Implications for small Finnish software companies in Latin American B2B partnerships

After a productivity decrease of established national export industries in Finland such as mobile and paper industries, innovative, smaller companies with the intentions to internationalize right from the start have been proliferating. For software companies early internationalization is an especially good opportunity, as Internet usage becomes increasingly homogeneous across borders and software products often do not need a physical distribution channel. Globalization also makes Finnish companies turn to unfamiliar export markets like Latin America, a very untraditional market for Finns. Relationships consisting of Finnish and Latin American business partners have therefore not been widely studied, especially from a new-age software company’s perspective. To study these partnerships, relationship marketing theory was taken into the core of the study, as its practice focuses mainly on establishing and maintaining relationships with stakeholders at a profit, so that the objectives of all parties are met, which is done by a mutual exchange and fulfillment of promises. The most important dimensions of relationship marketing were identified as trust, commitment and attraction, which were then focused on, as the study aims to understand the implications Latin American business culture has for the understanding, and hence, effective application of relationship marketing in the Latin American market. The question to be answered consecutively was how should the dimensions of trust, commitment and attraction be understood in business relationships in Latin America? The study was conducted by first joining insights given by Latin American business culture literature with overall theories on the three dimensions. Through pattern matching, these insights were compared to empirical evidence collected from business professionals of the Latin American market and from the experiences of Finnish software businesses that had recently expanded into the market. What was found was that previous literature on Latin American business culture had already named many implications for the relationship marketing dimensions that were relevant also for small Finnish software firms on the market. However, key findings also presented important new drivers for the three constructs. Local presence in the area where the Latin American partner is located was found to drive or enhance trust, commitment and attraction. High-frequency follow up procedures were in turn found to drive commitment and attraction. Both local presence and follow up were defined according to the respective evidence in the study. Also, in the context of Finnish software firms in relationships with Latin American partners, the national origins or the foreignness of the Finnish party was seen to enhance trust and attraction in the relationship

Reynaers Aluminium commercial & marketing plan to Angola

The current paper seeks to fulfill an internationalization action plan for Reynaers Aluminium Portugal (RAP) to address the Angolan construction market. Strong market opportunities have been spotted, namely: an increasingly well-succeeded presence of Reynaers’ customers; Reynaers portfolio responsive to an increasingly quality demanding Angolan market; strong support from the multinational chain. Aligned with a constant threat from the Portuguese economy RAP seeks to establish a stronger presence in Angola. Indeed the company has been approaching this market since 2008, resulting in the identification of key players and synergies spotted. For this purpose, the aim is to develop a Commercial and Marketing Plan while taking into consideration the results of the previous company interventions that reflect this market’s DNA.

A marketing plan for Lightning Bolt

This project had as main goal to improve the perception of male surfers about the surf brand Lightning Bolt. It was proposed the creation of a collection of wetsuits as well as the “A Pure Source” Project to show the commitment of the brand with the surf community. To promote both several promotional activities are suggested such as the use of magazines, radio, banners and social media. To complement the distribution chain of the brand, a concept store and a mobile store are also recommended. With this project the brand will be able to double the number of current surfers that buy the brand in a profitable and effective way. The project is expected to generate a net profit of 91,294€ in year 1.

Marketing Plan: Sushi Artist

The objective of this Final Degree Work is the accomplishment of a Plan of Marketing for next year 2016 for the Sushi Artist company with the purpose of seating the present growth, especially in the geographic area of Bizkaia.

Sports sponsorship as an integrated marketing communications tool : an Australian sponsor's perspective

Sports sponsorship increasingly provides organisations with the opportunity to reach their target audiences in a manner that facilitates engagement and encourages relationship development. This paper provides an Australian perspective of the value of sports sponsorship using a case study of WOW Sight and Sound’s long-term sponsorship of the Brisbane Broncos rugby league team. The case study investigates WOW’s marketing objectives which centre generating brand awareness using sponsorship with the Brisbane Broncos as an integrated marketing communications tool. WOW believes that the integration of its sponsorship of the Broncos with the team’s total marketing plan is integral to its success. This integration requires the facilitation of two-way communications between WOW, its advertising agency, the Brisbane Broncos and customers to ensure that all parties’ needs are met.

Visitor relationship orientation of destination marketing organisations

The proposition underpinning this study is engaging in meaningful dialogue with previous visitors represents an efficient and effective use of resources for a destination marketing organization (DMO), compared to above the line advertising in broadcast media. However there has been a lack of attention in the tourism literature relating to destination switching, loyalty and customer relationship management (CRM) to test such a proposition. This paper reports an investigation of visitor relationship marketing (VRM) orientation among DMOs. A model of CRM orientation, which was developed from the wider marketing literature and a prior qualitative study, was used to develop a scale to operationalise DMO visitor relationship orientation. Due to a small sample, the Partial Least Squares (PLS) method of structural equation modelling was used to analyse the data. Although the sample limits the ability to generalise, the results indicated the DMOs’ visitor orientation is generally responsive and reactive rather than proactive.

In pursuit of tourism destination brand loyalty : visitor relationship management orientation of destination marketing organisations

The proposition underpinning this study is engaging in meaningful dialogue with previous visitors represents an efficient and effective use of resources for a destination marketing organization (DMO), compared to above the line advertising in broadcast media. However there has been a lack of attention in the tourism literature relating to destination switching, loyalty and customer relationship management (CRM) to test such a proposition. This paper reports an investigation of visitor relationship marketing (VRM) orientation among DMOs. A model of CRM orientation, which was developed from the wider marketing literature and a prior qualitative study, was used to develop a scale to operationalise DMO visitor relationship orientation. Due to a small sample, the Partial Least Squares (PLS) method of structural equation modelling was used to analyse the data. Although the sample limits the ability to generalise, the results indicated the DMOs’ visitor orientation is generally responsive and reactive rather than proactive.

A Relationship Mediated Theory of Internal Marketing (summary section only)

This report presents a new theory of internal marketing. The thesis has developed as a case study in retrospective action research. This began with the personal involvement of the author in an action research project for customer service improvement at a large Australian retail bank. In other words, much of the theory generating ‘research’ took place after the original project ‘action’ had wound down. The key theoretical proposition is that internal marketing is a relationship development strategy for the purpose of knowledge renewal. In the banking case, exchanges of value between employee participants emerged as the basis for relationship development, with synergistic benefits for customers, employees and the bank. Relationship development turned out to be the mediating variable between the learning activity of employee participants at the project level and success in knowledge renewal at the organisational level. Relationship development was also a pivotal factor in the motivation and customer consciousness of employees. The conclusion reached is that the strength of relationship-mediated internal marketing is in combining a market focused commitment and employee freedom in project work to achieve knowledge renewal. The forgotten truth is that organisational knowledge can be renewed through dialogue and learning, through being trustworthy, and by gaining the trust of employees in return.

Normandya Reparaciones SL.Plan de marketing

CASTELLANO: El proyecto realizado es un plan de marketing para la empresa Normandya reparaciones S.L.. El plan de marketing es la herramienta básica de gestión que debe utilizar toda empresa orientada al mercado que quiera ser competitiva. En su puesta en marcha quedarán fijadas las diferentes actuaciones que deben realizarse en el área del marketing, para alcanzar los objetivos establecidos tras haber realizado un análisis previo de la situación en la que se encuentra la empresa.

Plan de Marketing: Aixerrota Consulting

Para cualquier empresa sea cual sea su tamaño, sector y mercado al que pertenece es recomendable que se plantee la elaboración de un plan de marketing para su propio negocio. Dada la creciente competitividad existente hoy en día en cualquier sector, el hecho de conocer qué es lo que rodea a la empresa se antoja muy importante para el futuro de ésta. Y no sólo los factores que le rodean, sino que también resulta vital conocer los internos. El hecho de que cada organización pueda conocer sus propios puntos fuertes puede resultar una tarea sencilla, pero llevar a cabo un análisis interno a través de una óptica objetiva, permitirá mejorar los puntos débiles de cualquier organización, además de saber potenciar de la mejor manera posible los rasgos o características más fuertes. El objetivo principal de este plan de marketing no es otro que lo que se acaba de resumir en la reflexión anterior, lograr que la empresa objeto de estudio llegue a ser lo más competitiva posible en su sector, gracias al planteamiento de unos objetivos, estrategias y plan de acciones previa realización del análisis externo e interno ya citado. En definitiva, este documento pretenderá aportar una visión comercial de la empresa, centrando su atención sobre todo en el mercado de actuación, competidores, clientes, marketing mix… unido a aportar valor indirectamente a otras variables estratégicas, de tal forma que contribuya al crecimiento competitivo y corporativo de la citada organización.

Plan de marketing de una PYME : Abereen Klinikak

Ante el reciente aumento del dinamismo y la globalización en los mercados, los análisis, estrategias y planes de acción están adquiriendo una mayor importancia para todas las empresas. En una economía cambiante, anticiparse a los cambios y estar preparados para nuevas realidades es un objetivo prioritario de las empresas. El plan de marketing es un medio más para conseguir anticiparse a las nuevas características de los mercados. Cada empresa tiene características diferentes, por lo que es necesario que el plan se adapte a la organización y no al revés. Por ejemplo, en las grandes empresas se ha mostrado como un arma comercial determinante, pero en las PYMES puede convertirse incluso en un sustitutivo de la planificación estratégica. En éste trabajo se realizará un plan de marketing en la práctica para “Abereen Klinikak”, una PYME del sector veterinario, aplicando el método analítico sintético. Se realizará un análisis previo del mercado y un diagnóstico de la situación de la empresa, se marcarán los objetivos, estrategias y acciones a seguir, y se implantará un plan de control y seguimiento de ellos. Todo ello desde una forma estructurada y sistematizada, con el fin de seguir la mejor estrategia comercial posible para la empresa. Abstract Due to the recent increase of dynamism and market globalization, analyzes, strategies and action plans are becoming increasingly important for all businesses. In a changing economy, to anticipate changes and be prepared for new realities is a priority for companies. The marketing plan is another way of being able to anticipate the new market characteristics. Each company has different characteristics, so it is necessary that the marketing plan suits the organization and not vice versa. For example, in large companies it has been shown as a key commercial weapon, but for SMEs it could even become a substitute for strategic planning. In this project a marketing plan for "Abereen Klinikak", an enterprise which belongs to the SME sector, will be implemented. The marketing plan will be put into practice using the synthetic analytical method. To do so, preliminary market analysis and an assessment of the company’s situation will be done. Furthermore, goals, strategies and action steps will be scored, and a control and monitoring plan will be implemented. The plan will be put into practice in a structured and systematic way, in order to follow the best business strategy for the company.

Plan de marketing. Bilbao Central Hostel

[ES]El siguiente trabajo de fin de grado tiene por objeto la realización de un plan de marketing para la empresa Bilbao Central Hostel con el que pueda afrontar la apertura de un hostel en la ciudad de Vitoria – Gasteiz. Para la realización de este plan, me he basado en importantes referencias bibliográficas que describen como ha de desarrollarse un plan de marketing con el fin de definir los objetivos comerciales de Bilbao Central Hostel en un tiempo determinado detallando las estrategias y acciones que se van a seguir. Se iniciará con un análisis del mercado y un diagnóstico de la situación de la empresa, se marcarán los objetivos, estrategias y acciones a seguir, y se implantará un plan de control y seguimiento de ellos. Todo ello se llevará a cabo de forma estructurada con el fin de que pueda afrontar la nueva apertura en la ciudad de Vitoria – Gasteiz.

Plan de marketing de BAF S.L.

[ES] Plan de Marketing de la empresa Bajoelagua Factory S.L. para el periodo 2015/2016.

Plan de Marketing de una franquicia: Nostrum

El presente plan de marketing está desarrollado para la apertura de una franquicia Nostrum, cuya misión es satisfacer las necesidades de los individuos que no dispongan de suficiente tiempo para cocinar y para comer, o aquellos que se vean obligados a comer fuera de casa y busquen una alternativa económica, a través de una amplia oferta de platos precocinados y servicios adicionales como el servicio a domicilio. La apertura de esta franquicia supone nuestra introducción en un mercado nuevo, inexplorado por la compañía, por lo tanto nos encontraremos con un público que desconoce mi marca. Con este plan de marketing queremos conseguir los objetivos marcados para este año, centrando nuestras acciones en dos segmentos (jóvenes y estudiantes, y trabajadores), con el posicionamiento: comida mediterránea natural, casera a precios bajos.