Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu

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58 Turveruukki Oy (fuel production and distribution) Haukiputaan Energia Oy (heat trade in Haukipudas) Yli-Sähkö Oy (holding company) The case study has been implemented on the selection of <strong>Oulu</strong>n Sähkönmyynti Oy as case company. This is due to the fact that company deals with sales and marketing operation. Hence, it will be interesting to implement research and see how this unit is affected by emerging energy trends. 4.2 Conduction of Case Study The data collection was conducted by a single face-to-face interview from the Chief Executive Officer- Arto Sutinen, Sales Manager, Seppo Tuomi and Portfolio Manager- Marko Lehto. The interviews were taken in different session due to busy and tight schedule of interviewee. For conducting the case study, the interview was structured and based on a predetermined set of interview questions. Though there was room for elaboration and counter questions yet there was an effort to define all the questions to support the frame work and literature studied during thesis work. Questions were divided into two parts. The first part based on the business of company i.e how company has implemented its products and services and how come revenue generation versus cost stream is balanced. This portion had its focus over the macro and middle component’s forces and factors influencing the company to transform its key operations and activities according to market demand. The advantage of this approach was that it allowed a greater number of questions to be answered, while also enabling the reception of more detailed information. The second part of the questions was related to sales and marketing units of the company where internal atmosphere of the company was in focus. The questions used in this portion of interview were used to measure the role of marketing and sales, need for alignment of these functions and level of integration between marketing and sales. The third part of questions related to influence of middle component and its key forces and points made in framework from macro and micro perspective. The gathered data is examined through a qualitative analysis. Overall, the research questions are answered through analysis of the interview data, and by comparing it to the theoretical framework as discussed in chapter 3.
59 5 ANALYSIS As there was a brief introduction of the selected case company and associated energy market in order to make a relation of external and internal variables of the case company. The thesis explained a short description of methods and tools being used to conduct the research work in chapter 4. In this chapter, the thesis will evolve by having analysis that would involve direct observation and interviews. Afterwards, the case applies the previously developed framework and analyzes the link and contribution of sales and marketing integration in further detail in order to answer the research question. Finally, the case study ends with a discussion and conclusion signifying current and future implications of the research work. Taking framework in consideration, analysis of case company would highlight some of the key issues related to macro, middle and micro component as shown in figure 3. The figure 8 in section 3.4 shows the holistic view of the framework as discussed earlier. It signifies the middle layer and its changing trends in terms of their transformation. 5.1 Analysis for Macro Component An organization and its actors may be affected by macro environment factors which shape the opportunities and cope with the future threats to the company. The six major factors are demographic, economic, natural, technological, political, and cultural components. The analysis to these factors is made simplified by identifying the key operations of the case company. For its operation, <strong>Oulu</strong>n Energia maintains power plants and the necessary transmission and distribution networks. Energy procurement is based on combined heat and power generation .The Company produces a bigger percentage of electricity with peat and wood. Peat play a significant role in Finnish biomass sector and about 30% of Finland’s area is classified as peat land (TEM Report, 2013). In addition, a significant amount of electricity is obtained from a hydroelectric plant where production depends on the height of fall and volume of water flowing. Another energy generation source is Eco Power Station where load of landfill and emission of greenhouse gases is reduced to a great extent.
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OULU BUSINESS SCHOOL Hassan Sherwan
Page 3 and 4:
3 CONTENTS Abstract Contents Figure
Page 5 and 6:
5 Figures Figure 1: The scope of th
Page 7 and 8: 7 1 INTRODUCTION 1.1 Introduction a
Page 9 and 10: 9 Electricity industry used to be c
Page 11 and 12: 11 Monopoly: A market with a single
Page 13 and 14: 13 2 RESEARCH CONTEXT This chapter
Page 15 and 16: 15 produced but, resources to gener
Page 17 and 18: 17 through bioenergy largely in the
Page 19 and 20: 19 framework. There is a need to re
Page 21 and 22: 21 the companies make themselves en
Page 23 and 24: 23 Monopoly Traditional Model Value
Page 25 and 26: 25 once a company at local market a
Page 27 and 28: 27 It is vital to notice that these
Page 29 and 30: 29 In the global arena, companies m
Page 31 and 32: 31 known as Uppsala Model and is wi
Page 33 and 34: 33 vital part so the parties must a
Page 35 and 36: 35 provides to the company, in the
Page 37 and 38: 37 way of achieving this goal is to
Page 39 and 40: 39 Figure 7: The Emerging Concept o
Page 41 and 42: 41 who actually creates values and
Page 43 and 44: 43 value of the organization in its
Page 45 and 46: 45 being an extension to resource b
Page 47 and 48: 47 knowledge management process is
Page 49 and 50: 49 widely agreed on the negative ef
Page 51 and 52: 51 need to be coordinated and consi
Page 53 and 54: 53 responsibilities, and of the int
Page 55 and 56: 55 is equally important to manage i
Page 57: 57 All these four stages are follow
Page 61 and 62: 61 company’s individual needs irr
Page 63 and 64: 63 In other words, the market is fr
Page 65 and 66: 65 to seek more control in their en
Page 67 and 68: 67 themselves, who may be capable o
Page 69 and 70: 69 to enhance innovation (Pomeda &
Page 71 and 72: 71 Marketing is responsible for dev
Page 73 and 74: 73 Customer satisfaction is conside
Page 75 and 76: 75 clear picture of the role and co
Page 77 and 78: 77 more and more companies operatin
Page 79 and 80: 79 What level of integration betwee
Page 81 and 82: 81 There is a good opportunity to i
Page 83 and 84: 83 internationalization in Finnish
Page 85 and 86: 85 chaos within the company and man
Page 87 and 88: 87 In this thesis work, though the
Page 89 and 90: 89 described by Valocchi et al. (20
Page 91 and 92: 91 Cavusgil, S. T. (1980). On the I
Page 93 and 94: 93 Henry, A. (2008). Understanding
Page 95 and 96: 95 Metaxiotis K, Ergazakis K and Ps
Page 97 and 98: 97 Tykesson, D. and Alserud, M(2011
Page 99 and 100: 99 APPENDICES Interview Questions:
Page 101: 101 Are you familiar with va
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Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu

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