Marketing plan for company X
Trishkina, Olga (2014)
Trishkina, Olga
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405097003
https://urn.fi/URN:NBN:fi:amk-201405097003
Tiivistelmä
The aim of this master´s thesis is to make a structured marketing plan for company X, which provide tourism services in Finland.
The thesis is done with qualitative method, which is the most suitable for marketing research, because it is mostly analyzing and description rather than statistical or numerical reports. In the theoretical part is studied secondary data of the topic, including research about marketing, marketing plan, customer relationship management, customers´ satisfaction and their decision making as well as value of new communication technologies and Internet in marketing. The primary data is mostly used in empirical part and is collected through face to face interviews, experimentation, questionnaire, surveys and focus groups.
The empirical findings include an overview of the company, presented in 4P marketing mix and company´s marketing plan, which is elaborated with different analysis and is based on the concept, which includes: executive summary; current marketing situation / PESTE analysis; opportunity and issue analysis / SWOT; marketing objectives; marketing strategy; action programs; projected profit-and-loss statement and controls. The plan does not include competitors´ analysis.
The thesis is done with qualitative method, which is the most suitable for marketing research, because it is mostly analyzing and description rather than statistical or numerical reports. In the theoretical part is studied secondary data of the topic, including research about marketing, marketing plan, customer relationship management, customers´ satisfaction and their decision making as well as value of new communication technologies and Internet in marketing. The primary data is mostly used in empirical part and is collected through face to face interviews, experimentation, questionnaire, surveys and focus groups.
The empirical findings include an overview of the company, presented in 4P marketing mix and company´s marketing plan, which is elaborated with different analysis and is based on the concept, which includes: executive summary; current marketing situation / PESTE analysis; opportunity and issue analysis / SWOT; marketing objectives; marketing strategy; action programs; projected profit-and-loss statement and controls. The plan does not include competitors´ analysis.