Marketing plan for Diyue
Wang, Jiao (2011)
Wang, Jiao
Satakunnan ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011101013638
https://urn.fi/URN:NBN:fi:amk-2011101013638
Tiivistelmä
The purpose of this thesis was to study marketing planning process from a case com-pany perspective. The thesis was done for the case company Diyue which is a new started 4S car shop located in the newly completed Auto Parts City in Baigou-a town of China. Diyue wanted to have a better and steady growth in the new market, the provided marketing plan would help the entrepreneurs of the Diyue to make the achievable objectives, right strategy, and efficient marketing mix to offer service and product that target customers want.
The theoretical part of this thesis was built by gathering material through different marketing management and strategy books, articles and Internet documents in order to have a better understanding about the car industry and market in China and the marketing planning process. The aim of this thesis is to clarify the stages of making a marketing plan, consider the current car industry environment and the local competi-tive situation, finally to create an efficient marketing plan for Diyue.
A qualitative research method was chosen for the empirical study. The manager of Diyue was interviewed face-to-face with semi-structured interview questions to know the current company situation. Twenty customer satisfaction interviews were done also with face-to-face, semi-structured interview questions to gather customer view about the company. Secondary data which needed for the marketing plan were obtained from reviews of documents.
The theoretical part of this thesis was built by gathering material through different marketing management and strategy books, articles and Internet documents in order to have a better understanding about the car industry and market in China and the marketing planning process. The aim of this thesis is to clarify the stages of making a marketing plan, consider the current car industry environment and the local competi-tive situation, finally to create an efficient marketing plan for Diyue.
A qualitative research method was chosen for the empirical study. The manager of Diyue was interviewed face-to-face with semi-structured interview questions to know the current company situation. Twenty customer satisfaction interviews were done also with face-to-face, semi-structured interview questions to gather customer view about the company. Secondary data which needed for the marketing plan were obtained from reviews of documents.