MARKETING TOOLS FOR SMALL BUSINESSES WITH SPECIAL FOCUS ON MULTIPLE P´S MODEL, USING BEVERAGE SUPPLIER AS A CASE MODEL
Bartlova, Dominika (2016)
Bartlova, Dominika
Centria-ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605137702
https://urn.fi/URN:NBN:fi:amk-201605137702
Tiivistelmä
The aim of this bachelor´s thesis was to describe and subsequently examine which main marketing tools should company use or take into consideration in order to succeed in today´s business world. First it describes marketing in general and then focuses on focus on some main marketing tools - multiple P´s model and it´s evolution, main differences between differentiation and positioning, the market segmentation, and a product life cycle. As it is mentioned in the name of the thesis, the main focus was given to multiple P´s model. It describes the foundation of the model, history, evolution, but also presents some new ideas - 4 C´s model and SAVE model.
In the theoretical part the focus is given to definitions of models that are later applied in empirical part. In the empirical part it is described how those marketing tools were used in practice in a specif-ic small size company. The main research questions were the following - which marketing models was the company using, how they were implemented and what were the applied results.
Those questions were successfully answered. The main finding of the thesis is, that in general, if a company would not do a proper market research and marketing planning it could lose a lot of cus-tomers, which means losing a lot of profit.
In the theoretical part the focus is given to definitions of models that are later applied in empirical part. In the empirical part it is described how those marketing tools were used in practice in a specif-ic small size company. The main research questions were the following - which marketing models was the company using, how they were implemented and what were the applied results.
Those questions were successfully answered. The main finding of the thesis is, that in general, if a company would not do a proper market research and marketing planning it could lose a lot of cus-tomers, which means losing a lot of profit.