CREATING NEW MARKETING STRATEGY FOR CASE COMPANY ADVENTURE NET
Koleva, Hristina (2017)
Koleva, Hristina
Satakunnan ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017100215610
https://urn.fi/URN:NBN:fi:amk-2017100215610
Tiivistelmä
The purpose of this thesis was to create new, more successful marketing strategy for case company Adventure Net through analyzing the current marketing strategy and market environment of the company.
The tools included in the theoretical part were used to analyze the market environment and marketing strategy. The analyzing tools included were PESTEL (Political, Economic, Social, Technological, Ecologic, Legal) analysis, SWOT (Strengths, Weaknesses, Threats, Opportunities) analysis and competitor analysis used in exploring marketing environment; STP (Segmentation, Targeting, Positioning) research and Marketing mix (product, price, promotion, place) to help conduct a marketing strategy research. The information was gathered mainly from academic books which can be found in the university’s library.
In the empirical part was included introduction to the case company Adventure Net and analysis of the micro and macro environment of the company and their marketing strategy. Qualitative research method in the form of unstructured interview with the General manager of Adventure Net was conducted, the information from this interview was used by the researcher to acquire better insight perception of the company’s market situation which afterwards altogether with the marketing tools were applied in careful and detailed market environment and strategy analysis.
Based on the research and analysis conducted in the thesis the writer noted that the biggest weaknesses of the case company were the lack of written marketing strategy and lack of innovative advertising promotion. As an outcome, a new version of Adventure Net’s marketing strategy was written by the researcher. This new strategy was tailored specifically for the needs of the company, to serve as a guide for successful development without interfering with the firm’s policy.
The tools included in the theoretical part were used to analyze the market environment and marketing strategy. The analyzing tools included were PESTEL (Political, Economic, Social, Technological, Ecologic, Legal) analysis, SWOT (Strengths, Weaknesses, Threats, Opportunities) analysis and competitor analysis used in exploring marketing environment; STP (Segmentation, Targeting, Positioning) research and Marketing mix (product, price, promotion, place) to help conduct a marketing strategy research. The information was gathered mainly from academic books which can be found in the university’s library.
In the empirical part was included introduction to the case company Adventure Net and analysis of the micro and macro environment of the company and their marketing strategy. Qualitative research method in the form of unstructured interview with the General manager of Adventure Net was conducted, the information from this interview was used by the researcher to acquire better insight perception of the company’s market situation which afterwards altogether with the marketing tools were applied in careful and detailed market environment and strategy analysis.
Based on the research and analysis conducted in the thesis the writer noted that the biggest weaknesses of the case company were the lack of written marketing strategy and lack of innovative advertising promotion. As an outcome, a new version of Adventure Net’s marketing strategy was written by the researcher. This new strategy was tailored specifically for the needs of the company, to serve as a guide for successful development without interfering with the firm’s policy.