BUS8403: Communication Management Report on Vista Group

This report provides a comprehensive marketing plan for the Vista Group of Companies, focusing on its expansion into the Finnish market. It begins with an executive summary outlining the research's scope and objectives, followed by a detailed country description of Finland, including geographic, economic, political/legal, and technological factors. The report then delves into Finland's cultural profile using Hofstede's theory, analyzing dimensions such as power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence. The study identifies Vista Group's businesses, target market analysis (B2B), and competitive analysis within the Finnish market. Positioning strategies, business practices in Finland, and communication strategies are discussed, including market segmentation analysis. The report covers marketing research, PR, product launch qualifications, and senior management concerns. Specific recommendations are provided, and the conclusion summarizes the findings. Appendices and references are included to support the research.

Running Head: COMMUNICATION MANAGEMENT & ORGANISATIONS
COMMUNICATION MANAGEMENT & ORGANISATIONS
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COMMUNICATION MANAGEMENT & ORGANISATIONS 2
EXECUTIVE SUMMARY
This research is a vision of our understanding and learning when it comes to
developing a marketing plan for the international market. This helped us to learn more
about the selected country Finland, as well as the factors that influenced our decision
to choose this country as a prelude to the Vista Group brand because of its appropriate
regulations and the nature of its acceptance.
This research also shows our teamwork skills to recommend a variety of
marketing communication strategies that will help introduce Vista Group of
Companies in an efficient manner and such that will aid in its progress at initial and
progressing stages.
It will also show our efforts on working as a team to cater to the various
obstacles that might come while introducing this brand in Finland and the ways in
which the company can tackle them effectively.

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CONTENTS
EXECUTIVE SUMMARY...................................................................................................................2
Contents.................................................................................................................................................3
1. INTRODUCTION.........................................................................................................................5
2. RECOMMENDED COUNTRY DESCRIPTION.........................................................................5
2.1. Geographic Factors................................................................................................................5
2.2. Economic Factors..................................................................................................................5
2.3. Political/Legal Factors...........................................................................................................6
2.4. Technological Factors............................................................................................................6
3. CULTURAL PROFILE: FINLAND.............................................................................................7
3.1. Hofstede’s Theory.................................................................................................................7
3.2. Finnish Culture Through Hofstede’s Theory.........................................................................7
4. VISTA GROUP OF COMPANIES, NEW ZEALAND.............................................................9
4.1. VISTA GROUP BUSINESSES...........................................................................................10
5. TARGET MARKET ANALYSIS...........................................................................................10
6. COMPETITIVE ANALYSIS..................................................................................................11
6.1. Nature of the Market:...........................................................................................................11
6.2. Demand for the Product:......................................................................................................11
7. POSITIONING........................................................................................................................11
8. BUSINESS PRACTICES IN FINLAND.................................................................................12
9. COMMUNICATION STRATEGIES......................................................................................13
9.1. MARKET SEGMENTATION ANALYSIS: FINLAND.....................................................13
9.1.1. Demographics:.............................................................................................................13
9.1.2. Psychographics:...........................................................................................................13
9.1.3. Benefits Sought From the Service:...............................................................................13
9.1.4. Media preferences:.......................................................................................................13
10. MARKETING RESEARCH & PLANNING...........................................................................13
11. PR & PRODUCT LAUNCH...................................................................................................14
12. QUALIFICATIONS................................................................................................................15
12.1. Company Qualification for Product Launch:...................................................................15
12.2. Team Qualification for Product Launch:..........................................................................15
13. SENIOR MANAGEMENT CONCERNS...............................................................................16
13.1. BUSINESS GOALS & CHALLENGES FOR THE 1ST YEAR.......................................16

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14. SERVICE SPECIFIC RECOMMENDATIONS......................................................................16
14.1. COUNTRY SPECIFIC RECOMMENDATIONS...........................................................17
15. CONCLUSION.......................................................................................................................17
16. REFERENCES........................................................................................................................19
17. APPENDICES.........................................................................................................................22

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1. INTRODUCTION
This research is an insight into the services offered by the selected company Vista
Group, New Zealand, and how they can be used to start and spread the business in New
Zealand. The study combines research material and journal articles to help with the
understanding of how to formulate an effective strategic marketing and communication plan
that will resonate with the features of the company and will also help in its progress through
the years.
The factors related to the geography, technology, politics and the overall economic
conditions of the country also aid in the understanding of why this will be the best-suited one
for business spreading and enhancement due to its perfect judiciary systems and law
enforcement capabilities1.
2. RECOMMENDED COUNTRY DESCRIPTION
2.1. Geographic Factors
The main geographical aspects of Finland are characterised through its northern
positions, the landscapes of intermingled boreal forests, lakes and the low population density.
The state of Finland can be divided into three main areas that include Archipelagoes and low
coastal lands, a barely high Central lake plateau and the Uplands to North and Northeast. It is
a country located in northern Europe and is in one of the most northern and geographically
remote countries in the world because of its location and limited access to the outside world.
2.2. Economic Factors
Finland was formerly a part of Sweden and later the Russian empire. It gained
independence in the year 1917 and joined the European Union in the year 1995. On an
official ranking of economies, Finland is the on the 11th position of economic stability. The
GDP of Finland is $244 Billion with an annual growth rate of 3% and classifies as a
1 Sharma, S. (2018). New Ideas in Strategic Thinking: Multi-variables Dialectical Analysis in
Strategic Management.

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developed country. The unemployment rate in Finland is 8.6% and is bound to change with
time, depending on the factors involved2 .
2.3. Political/Legal Factors
Finland is a country with one of the world’s strongest property rights protection
regimes and also follows international agreements that are liable for protecting intellectual
property. There is a high quality of Judiciary in Finland and corruption is not a significant
problem there. Finland has a top personal income tax rate of 31.25% and the top corporate tax
rate there is 20%. The country also imposes value-added and capital income tax rates.
Government spending is about 55.6% of the country's GDP3.
2.4. Technological Factors
Being a developed country, Finland is technologically advanced as per the current
needs of the time. The latest IT and technology is used in Database and monitoring systems
across the country to aid the citizens, businesses and the government of the country as well in
various activities.
3. CULTURAL PROFILE: FINLAND
3.1. Hofstede’s Theory
Psychologist Dr Geert Hofstede came up with the theory that was based on his
cultural dimensions model that can be used to work effectively with people from a variety of
cultural backgrounds4. These cultural dimensions were as follows;
1. Power distance index (high vs. low)
2. Individualism vs. Collectivism
3. Masculinity vs. Feminity
2 Finland. (n.d.). Retrieved May 21, 2019, from https://www.heritage.org/index/country/finland
3 Finland. (n.d.). Retrieved May 21, 2019, from https://www.heritage.org/index/country/finland
4 Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), 33-44.

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4. Uncertainty Avoidance Index (high vs. low)
5. Long vs. Short term Orientation
6. Indulgence vs. Restraint
3.2. Finnish Culture Through Hofstede’s Theory
The assessment of Finland’s culture through Hofstede’s theory can be done through
the following six dimensions for comparison of the Cultures of Finland with those of the
other countries;
3.2.1. Power Distance:
Finland has a low score of 33 in this dimension which states that the following can
characterise the Finnish style of doing things;
a) Being independent.
b) Convenience only hierarchy.
c) Equal rights.
d) Accessible superiors.
e) Leaders that coach and not only order.
f) Facilitating management.
g) Empowering.
h) De-centralised power.
i) Employees expectations for consulting in business planning and decision making.
3.2.2. Individualism:
Finland is an individualist society which is shown by a score of 635. It means that
there is a loosely-knit social framework where people are expected to take care only of
themselves and their immediate families6. Employee and employer contracts are based on
5 Triandis, H. C. (2018). Individualism and collectivism. Routledge
6 Triandis, H. C. (2018). Individualism and collectivism. Routledge.

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mutual advantages in Finland and decisions for hiring and promotion are the only merit-
based. Individuals are provided with proper rights and management.
3.2.3. Masculinity:
Finland is considered as a Feminine society due to a low score of 26 in this
dimension7. It means that the country's main focus is on working in order to live and not
living to work simply. The people of Finland value equality, solidarity and quality in their
working and personal lives. The resolution of any type of conflicts is made through
negotiation and compromise and decisions are not biased. There are multiple incentives, and
added benefits for the employees and the over-all basis is well-being. An effective manager
in Finland is one who makes decisions based on involvement and consideration.
3.2.4. Uncertainty Avoidance:
Finland scores 59 in this dimension, which means that it is a country having a high
preference for avoiding uncertainty. There is the maintenance of rigid codes of conduct and
belief/behaviour and people are intolerant of behaviours that are unorthodox in their ideation.
There is an emotional need for rules and their implementation, time is considered as precious
as money, people have a need to be useful and making themselves important, and precision
along with punctuality are the basic norms in the country. For individual motivation,
innovation resistance and security are key factors in Finland.
3.2.5. Long Term Orientation:
As the score of Finland in this dimension is low at 38, the Finnish culture can be
classified as a normative one, which means that people have a very strong concern with
establishing the absolute truth and are normative in their thinking8. People in Finland have
respect for traditions and are less inclined towards saving money for the future.
7 Tuna, N. (2018). Culture Matters: Analysis of Culture in Sweden and Finland and Its Influence on
Innovation and Job Performance.
8 Väyrynen, T. (2018). Culture and international conflict resolution: A critical analysis of the
work of John Burton.

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3.2.6. Indulgence:
Finland has a relatively high score of 57 in this department which shows that it is an
indulgent country9. Finnish people show a willingness to realise their impulses and desires
with respect to having fun and generally enjoying their lives. They have a positive attitude
about the things and situations in life and are generally optimistic people because they act as
they want to and spend money more than saving it10.
4. VISTA GROUP OF COMPANIES, NEW ZEALAND
The Vista group of companies is a technology solutions provider for Cinematic and
film industry across the globe and has its offices in multiple international locations, with the
headquarters based in Auckland, New Zealand11.
4.1. VISTA GROUP BUSINESSES
The Vista Group of companies has the following businesses that identify its main
offerings and services for the Cinema and Film Industry;
a) Vista Cinema: - Total Cinema management solution for Cinema exhibitors in
the Long circuit markets.
b) Vezi: - Cinema management software for Small Circuit markets.
c) Movio: - Global leader in marketing data analytics and campaign management
software.
9 Aviles, O., George, N., Johnson, D., Tran, T., & Lane, S. (2017). BRAZIL, FINLAND,
GERMANY, GREECE, SOUTH AFRICA, AND SWEDEN: CULTURAL DIFFERENCES
IN CUSTOMER SERVICE. Copyright 2017 by Institute for Global Business Research,
Nashville, TN, USA, 108.
10 Country Comparison. (n.d.). Retrieved May 21, 2019, from
https://www.hofstede-insights.com/country-comparison/finland/
11 Vista Group. (n.d.). Vista Group Businesses. Retrieved from https://vistagroup.co.nz/vista-group-
businesses.html

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d) MACCS: - Designs and develops film distribution software for Film studios
and distributors12.
e) Cinema Intelligence: - First collection of business intelligence solutions to
cater to optimised forecasting, planning and scheduling of the movies.
f) POWSTER: - Creative and innovation studio providing creative services to the
Film and Music industry.
g) NUMERO: - Providing clean, fast and effective information.
h) FLICKS:- Authoritative guide for cinemas across New Zealand, Australia and
South Africa.
5. TARGET MARKET ANALYSIS
The main target marketing areas for the business will be Cinema Houses, Film
Distributors, Studios and the Filming Industry in general who will need the technology
solutions that Vista Group provides. The target market selection will be B2B marketing as
Vista Group will directly sell the services to other businesses in the Film industry.
6. COMPETITIVE ANALYSIS
6.1. Nature of the Market:
There is fairly limited competition in the Finnish market of Technology solutions for
the Cinematic industry, although the Film Industry sector in Finland continues to progress
and will grow rapidly in the coming years.
6.2. Demand for the Product:
As the increase in Cinema and demand for filming in Finland becomes evident, it is
safe to say these industries will be requiring assistance when it comes to technological
solutions or IT enhancements to make their business thrive. The Cinema industry can make
fruitful use of the services that the Vista Group offers like the analytics and other
technological issue solutions.
12 Vista Group

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7. POSITIONING
The product positioning strategies or the unique selling propositions of the services
provided by the Vista Group for the Finnish market should be focused around the following;
a) Providing efficient technology solutions to customers in the global film
industry13.
b) Business spread internationally. Strictly adhere to international business and
safety standards.
c) Non-biased consultation that provides multiple options for a solution to
technological requirements.
d) Providing clean, fast and effective information to Film studios, Distributors
and Cinema exhibitors through an aggregated Box office reporting platform.
e) Providing creative services to the film and music industry to help engage users
with more entertainment content.
f) Starting the first collection of business intelligence solutions to optimise
planning forecasting and scheduling of movies.
8. BUSINESS PRACTICES IN FINLAND
The business culture in Finland can be shown through the following points;
a) Finland is a culturally homogenous country, hence the possible confusion and
misunderstanding in the multicultural dealings within the country. However,
people are usually genuinely polite and caring, and the understanding of other
cultures and religions is increasing every day.
b) There is a mutual benefit relationship between the company and the
employees whenever a contract is signed. No employee benefits or rights are
looked over for the company profits.
13 Vista Group. (n.d.). Vista Group Businesses. Retrieved from

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c) The managers of various firms in Finland religiously involve the employees of
the organisation in decision making, and this keeps them motivated and
invested in the business.
d) The general society if feminine based, which means people work for a living
and not to simply earn like machines. There are multiple employees leave
programs as people like to spend their time with family.
e) The rights of the company and employee both are protected at the finest as
Finland has a strict no tolerance policy for people going against the rules.
f) People in Finland are generally highly educated, and there is a strong
emphasis on responsible upbringing and high-quality education as it is an
important factor in Finnish culture.
g) There are non-standard forms of employment which include fixed and part-
time contracts, along with personal leasing.
9. COMMUNICATION STRATEGIES
9.1. MARKET SEGMENTATION ANALYSIS: FINLAND
9.1.1. Demographics:
The demographics of Finland include the population of 5.5 million people, life
expectancy rate of 81.78 years (2016) and the official languages include Finnish, Swedish,
Saami and Inari14.
9.1.2. Psychographics:
The Finnish people have a high standard of living and a well-educated workforce.
14 Dietrich, T., Rundle-Thiele, S., & Kubacki, K. (2017). Segmentation in Social Marketing. Springer
Singapore.