E-marketing plan : case: Security Shredding & Storage Company, UK
Olyazaeva, Baina (2015)
Olyazaeva, Baina
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015092814957
https://urn.fi/URN:NBN:fi:amk-2015092814957
Tiivistelmä
The Internet has immensely changed the way information is shared, and has had a serious impact on marketing. Online marketing is becoming more powerful every day by providing value and good results for both businesses and people around the world. In the business world, the Internet is likely to be at the heart of a marketing strategy. It allows to decrease costs in traditional marketing, to create more effective ways to reach customers and to make businesses more competitive and responsive. Some companies started using the Internet to sell goods online, others to promote their businesses via websites, email, blogs, social media platforms such as LinkedIn, Facebook, Twitter, Instagram, etc.
Security Shredding & Storage Company is a fifteen-year old business-to-business company that operates in Southeast England. It currently uses only traditional marketing such as word of mouth, leaflet dropping and cold calling. However, the company is willing to take advantage of the Internet and to start promoting its business online. Thus, the aim of the thesis is to create an e-marketing plan for a business-to-business company focusing on the online promotion strategy.
For the purpose of this research, a deductive approach was applied along with the utilization of qualitative research method. In addition, both primary and secondary data was collected to serve the final goal of the thesis. Primary data was collected through both unstructured and semi-structured interviews with the director of the case company, email interviews with six current clients as well as the author’s observations during her part-time job. Secondary data was acquired from publications such as books, journals, articles and electronic sources.
In the theoretical part of the study, the SOSTAC (situation analysis, objectives, strategy, tactics, actions, control) planning process is reviewed and used as the framework for the thesis. Also, various digital communication tools are explained clearly. In the empirical part, the company’s current situation, SWOT analysis and existing clients are analyzed. At last, the online marketing strategy is described. Hence, the online marketing strategy for a business-to-business company is presented as an outcome of the thesis.
Security Shredding & Storage Company is a fifteen-year old business-to-business company that operates in Southeast England. It currently uses only traditional marketing such as word of mouth, leaflet dropping and cold calling. However, the company is willing to take advantage of the Internet and to start promoting its business online. Thus, the aim of the thesis is to create an e-marketing plan for a business-to-business company focusing on the online promotion strategy.
For the purpose of this research, a deductive approach was applied along with the utilization of qualitative research method. In addition, both primary and secondary data was collected to serve the final goal of the thesis. Primary data was collected through both unstructured and semi-structured interviews with the director of the case company, email interviews with six current clients as well as the author’s observations during her part-time job. Secondary data was acquired from publications such as books, journals, articles and electronic sources.
In the theoretical part of the study, the SOSTAC (situation analysis, objectives, strategy, tactics, actions, control) planning process is reviewed and used as the framework for the thesis. Also, various digital communication tools are explained clearly. In the empirical part, the company’s current situation, SWOT analysis and existing clients are analyzed. At last, the online marketing strategy is described. Hence, the online marketing strategy for a business-to-business company is presented as an outcome of the thesis.