Understanding how the business to consumer market works is not challenging because nearly every person is a consumer. The author is thus aware of the factors that can result in repeat purchase or loyalty to a particular business enterprise. However, most people, including the author, have minimal knowledge concerning factors that increase sales in the B2B market. There is a need to understand how B2B companies can increase sales and financial performance since the market offers many business opportunities that can be exploited especially in the age of globalization. Business success is difficult to attain especially when there is significant rivalry in the business environment. B2B firms must develop strategies that can help them to perform better than rivals to achieve financial objectives in the marketplace. Since this market has features that are unique compared to the more common B2C market, organizations operating within it require to understand its uniqueness and how to develop strategies that can drive them towards the realisation of business success.

This study examines the strategies that B2B organizations employ to realize an increase in sales. The study focuses on MUSH OY, a medium size Finnish company that deals in pet foods. The research topic is important to the author because as a student of international business, the findings of the study will enhance professional skills and competencies with regard to operating or managing a B2B organization within the global marketplace. The author is passionate about international business and this study offers an opportunity to explore the subject area and gain new knowledge. The study is also important to MUSH OY because the organization can use the results of the study to improve its performance in the business environment. The firm can expand its customer base within the global marketplace and achieve improved financial success.