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Marketing analysis for future strategic plan
University of Borås, Faculty of Textiles, Engineering and Business.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today’s climate issues such as increasing temperatures and extreme change in weather pattern are one of the greatest threats. Therefore there is a united agreement that something needs to be done for reducing the causes of global warming and climate change. Businesses have accepted the fact that they need to take some actions so that they can help, although still some think that environmental solutions are time consuming and costly. (Shah, 2015) Realizing the climate issues and the fact that greenhouse gases remain in the atmosphere for a long time, Sweden started an environmental protection agency in 1967. Since then Sweden has a strong reputation as one of leaders and environmental pioneer worldwide. The government provides various opportunities for environmentally friendly technologies developments within the country and abroad. (, 2016) The case company is one of high technology Swedish companies that are trying to provide air treatment solutions for industries. They mostly work within food frying factories, waste handling and biogas industries. Their solution is highly beneficial technologically as it reduce industrial pollution as well as transferring the heat and purified water from the recovery process back to the system. Consequently they help companies to save costs through low energy consumption and to be environmentally friendly. However, due to economical globalization and other competitors, especially in Sweden, their high technology is not a guarantee for financial and competitive advantages. Marketing strategy and strategic marketing plan is the necessity for their success in the market within Sweden and internationally. This paper is the fundamental base in strategic planning of marketing by analyzing the current situation of company in the market through SWOT (Strength, Weakness, Opportunity, Threat) analysis. Through SWOT analysis I have highlighted the strength points which the case company needs to focus on when introducing their product to customers and compete with the competitors. On the other hand the weaknesses were also analyzed and I have came up with a few suggestions that might help in this case in order to take advantage from their opportunities to improve weaknesses. The result of SWOT analysis clear that their products have a great opportunity in the market due to the high technology they have and they need to have better marketing strategy to introduce their technology and capability to the market.

Place, publisher, year, edition, pages
Keyword [en]
marketing analysis, SWOT analysis, strategic marketing plan
National Category
Engineering and Technology
URN: urn:nbn:se:hb:diva-11137OAI: diva2:1046887
Subject / course
Industriell ekonomi
Social and Behavioural Science, Law
Available from: 2016-11-16 Created: 2016-11-15 Last updated: 2016-11-16Bibliographically approved

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