Determination of a B2B marketing strategy: marketing mix
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 med... Mehr ...
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Dokumenttyp: | fi=AMK-opinnäytetyö|sv=YH-examensarbete|en=Bachelor's thesis| |
Erscheinungsdatum: | 2023 |
Schlagwörter: | fi=Liiketalous / hallinto ja markkinointi|sv=Företagsekonomi / förvaltning och marknadsföring|en=Business Management / Administration and Marketing| / marketing / segmentation / markets (systems) / business-to-business marketing / strategies / Belgium / Digital International Business |
Sprache: | Englisch |
Permalink: | https://search.fid-benelux.de/Record/base-28536431 |
Datenquelle: | BASE; Originalkatalog |
Powered By: | BASE |
Link(s) : | http://www.theseus.fi/handle/10024/801825 |
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.