Strategic Differentiation in Promotional Product Industry : Case: High Peak Finland Oy

This Bachelor’s thesis was created for High Peak Finland Oy. The company supplies promotional products, gifts and giveaways in the B2B market. This work includes a study conducted on customers’ decision making, buying processes and preferences. The objective of this thesis was to create suggestions and recommendations for the management to consider concerning High Peak’s strategic direction. As the promotional product industry is highly competitive, the host company expressed its interest in differentiating itself from rest of the competition. Carefully analyzed study results coupled with known theories and practices were applied into devising concrete advice and recommendations. A vast look on the host company’s operations was under consideration in the thesis. The work includes notes and thoughts of development points around different themes. Conclusions and development suggestions circle around essential themes in High Peak’s operations: customer classification, service offerings, sales efforts, website design, and a wholly differentiated strategic direction are discussed in the thesis. These results will be presented to the host company’s management