Marketing efficiency measurement : Tukikon Oy case study
Kuzminskaia, Kristina (2015)
Kuzminskaia, Kristina
Savonia-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052811010
https://urn.fi/URN:NBN:fi:amk-2015052811010
Tiivistelmä
The strategic role of marketing is widely known in the modern business world. Marketing is considered as crucial factor for an enterprise’s overall success on a market. Major companies incorporate marketing into their activities to ensure better productivity and profitability. Therefore, a question of measuring the effectiveness of marketing arises.
Principles and the importance of marketing for the companies are demonstrated in this paper, along with the means of measurement of marketing efficiency. However, evaluation of marketing efficiency is sophisticated, since no general model for assessment was designed. The main metrics and methods of measurement were presented and analyzed in this paper, in order to develop an evaluation method for assessing the effectiveness of marketing of the case company.
TUKIKON Oy’s marketing activities were studied in order to detect possible flaws in the marketing performance and improve them. Based on the conducted analysis, the marketing of the case company was found professional, and the low response rate on the marketing campaigns was justified by the complex current political and economic situation in Europe and Russia. The following recommendations, based on the investigation, have been given to the case company: implement marketing researches regularly to respond to changes in the environments; organize marketing strategies; reinforce sales promotion by participating in conferences and exhibitions to enhance brand-awareness; and maintain the employees’ qualifications and provide staff with training sessions if needed to assure the high quality of the services provided.
Principles and the importance of marketing for the companies are demonstrated in this paper, along with the means of measurement of marketing efficiency. However, evaluation of marketing efficiency is sophisticated, since no general model for assessment was designed. The main metrics and methods of measurement were presented and analyzed in this paper, in order to develop an evaluation method for assessing the effectiveness of marketing of the case company.
TUKIKON Oy’s marketing activities were studied in order to detect possible flaws in the marketing performance and improve them. Based on the conducted analysis, the marketing of the case company was found professional, and the low response rate on the marketing campaigns was justified by the complex current political and economic situation in Europe and Russia. The following recommendations, based on the investigation, have been given to the case company: implement marketing researches regularly to respond to changes in the environments; organize marketing strategies; reinforce sales promotion by participating in conferences and exhibitions to enhance brand-awareness; and maintain the employees’ qualifications and provide staff with training sessions if needed to assure the high quality of the services provided.