The purpose of the research (An Analysis of Marketing Strategies of an Integrated Facility Services Company: The Case of ISS, Sweden) is to understand how Integrated Facility service companies (using ISS, Sweden as our focus) develop, plan and implement useful marketing strategies that are result orientated and in line with the triple bottom line which encompasses economic profitability,social awareness and environmental responsibility.
We have used both primary and secondary data sources. The secondary data used were literature review to enable us understand the general concept on marketing strategies and what research has been conducted on our topic. The primary data source was mainly interview with our contact person at ISS. These methods are all geared towards answering our research questions.
The research questions are:
1. What strategies are used by ISS?
2. What strategies (if any) are relevant for the possible growth of an integrated facility services company?
3. How can these strategies be used to yield expected results in form of environmental responsibility, profits and company growth?
From the research we conducted as well as the analysis we made, we were able to determine ISS marketing strategy and to also find out that their marketing strategies lead the organization towards their corporate vision of leading facility services globally. We also established the fact that since we studied only one integrated facility company which is ISS, our conclusions can not be generalized as a rule of thumb for every integrated facility service company due to several factors highlighted in the body of our thesis.
Also, we stressed the importance of environmental management system for every integrated facility service company. This standard in our opinion, would not only proof that such a company is serious about corporate social responsibility, it would also help lead the organization towards the triple bottom line.
1.4 RESEARCH FOCUS
1.5 RESEARCH QUESTION
1.6 WHY ISS, SWEDEN?
2.1 DATA COLLECTION
2.1.1 Primary data
2.1.2 Secondary data
2.2 PROBLEMS AND LIMITATIONS
3 LITERATURE REVIEW
3.1 WHAT IS A STRATEGY?
3.1.1 The Hierarchies of Strategy
3.2 MARKETING STRATEGY
3.4 WHAT IS STRATEGIC MARKETING PLAN?
3.5 MARKETING STRATEGIES FOR SERVICE FIRMS
3.5.1 Managing Differentiation
3.5.2 Managing Service Quality
18.104.22.168 Criteria That Reflect Service Quality
3.5.3 Managing Productivity
4 ISS STRATEGY
4.1 ANALYSIS OF ISS STRATEGIES
4.2 CORPORATE SOCIAL RESPONSIBILITY
5 CONCLUSION AND RECOMMENDATIONS
Author: Collins Nwakanma Amanze, Sondengam B.K.A
Source: Blekinge Institute of Technology