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

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, Oulun 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.