Strategy optimization and research for the modern trends in the digital marketing : case company: Suur-Savon Osuuskauppa
Ispravnikova, Liliia (2015)
Mikkelin ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120118794
https://urn.fi/URN:NBN:fi:amk-2015120118794
Tiivistelmä
The marketing as well as the other business areas have faced significant changes. A new era of digi-talization forces companies to review their operations. In order to be competitive, companies use various tactics and strategies. These methods allows them to proceed with their daily operations and increase the overall profit.
The goal of the thesis was to attract potential customers by applying digital marketing channels.
In this study I have used quantitative and qualitative research approaches. The primary data was col-lected from the questionnaire of different groups of people, from my personal observations and the interview with the company’s representative. The survey was held during the research process and was carefully analyzed. The secondary data was collected from reliable resources: books, articles, and reliable websites.
I decided to use SOSTAC model as a core framework for the whole study. Each step of this model is described in detail and employed. To support this study, 4P model as well as SWOT analysis were used. These elements were selected in order to recognize the performance of the project. Some modern technologies were involved to get a clear view about the current situation in the project: the heat map and the waterfall chart.
In the conclusion I summarize all of the results and come to the conclusion that the digital marketing provides great opportunities to the project for the growth and development. I suggest to establish the digital marketing campaign which would utilize the social network implementation, the design and the usability of the website, as well as the work with the most popular search engines.
The goal of the thesis was to attract potential customers by applying digital marketing channels.
In this study I have used quantitative and qualitative research approaches. The primary data was col-lected from the questionnaire of different groups of people, from my personal observations and the interview with the company’s representative. The survey was held during the research process and was carefully analyzed. The secondary data was collected from reliable resources: books, articles, and reliable websites.
I decided to use SOSTAC model as a core framework for the whole study. Each step of this model is described in detail and employed. To support this study, 4P model as well as SWOT analysis were used. These elements were selected in order to recognize the performance of the project. Some modern technologies were involved to get a clear view about the current situation in the project: the heat map and the waterfall chart.
In the conclusion I summarize all of the results and come to the conclusion that the digital marketing provides great opportunities to the project for the growth and development. I suggest to establish the digital marketing campaign which would utilize the social network implementation, the design and the usability of the website, as well as the work with the most popular search engines.