MARKETING OF A MICRO-SIZED ONLINE BUSINESS Case L’Angolo delle Fate
Väliahdet, Mari (2010)
Väliahdet, Mari
Rovaniemen ammattikorkeakoulu Lapin ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010121217910
https://urn.fi/URN:NBN:fi:amk-2010121217910
Tiivistelmä
This thesis was commissioned by L’Angolo delle Fate an Italian micro-sized online company that has started to operate as a physical store in 2007 and transformed to operate only online at the beginning of 2010. The store’s product selection is fantasy miniatures.
Today small companies have to have a working marketing plan and it has to be executed so that the company can survive in the competitive markets. This is extremely important in the field of the online stores, as it is easy to stay unnoticed in the Internet world.
In this thesis the main problem was a missing marketing plan. Other problems for which the work searched answers were the target group, the company’s mission and vision and how the company can differentiate in the market. The aim was to create marketing manual that works with small resources and would increase the visibility of the company in the Internet and achieve more new customers. The marketing plan is the first in the company’s history and therefore all the theories have been studied thoroughly.
A qualitative research method, the variety of theory books and articles has been used to create the marketing manual in this thesis. Two interviews were made, to the owner a theme interview and to her husband a structured interview. The main goal was to learn about the current situation of the company and possible strategies used in the business. Based on the collected theory and the interviews, a marketing manual was made for the commissioner, which was concentrating on the increase in visibility, achieving new customers and increasing the amount of regular customers. The time scale for the conducted action plan is one year.
With the produced manual the commissioner can concentrate on developing the business and learn the importance on marketing planning. The marketing manual can be found useful also by other micro-sized companies as it can offer them a base for the marketing planning.
Today small companies have to have a working marketing plan and it has to be executed so that the company can survive in the competitive markets. This is extremely important in the field of the online stores, as it is easy to stay unnoticed in the Internet world.
In this thesis the main problem was a missing marketing plan. Other problems for which the work searched answers were the target group, the company’s mission and vision and how the company can differentiate in the market. The aim was to create marketing manual that works with small resources and would increase the visibility of the company in the Internet and achieve more new customers. The marketing plan is the first in the company’s history and therefore all the theories have been studied thoroughly.
A qualitative research method, the variety of theory books and articles has been used to create the marketing manual in this thesis. Two interviews were made, to the owner a theme interview and to her husband a structured interview. The main goal was to learn about the current situation of the company and possible strategies used in the business. Based on the collected theory and the interviews, a marketing manual was made for the commissioner, which was concentrating on the increase in visibility, achieving new customers and increasing the amount of regular customers. The time scale for the conducted action plan is one year.
With the produced manual the commissioner can concentrate on developing the business and learn the importance on marketing planning. The marketing manual can be found useful also by other micro-sized companies as it can offer them a base for the marketing planning.