Analysis and Development Recommendations for Increasing Effectiveness of Marketing Plan
Sherstnev, Vadim (2016)
All rights reserved
Julkaisun pysyvä osoite on
The main purpose of this study was to examine the current marketing communications of a local computer electronics reseller called Multitronic Oy. The focus of the thesis was on the sales of the company’s online store. Despite the overall boost within the industry during the last five years, Multitronic has not shown significant growth in sales. The Theoretical framework introduced the reader to the theory and basic tools of marketing planning process. In the empirical study financial results of the company as well as its customers, competitors, marketing activities and marketing budget were analyzed in order to provide recommendations for the development of a new marketing plan. During this study several problems were found in the company’s existing marketing activities. Most of the problems are caused by lack of employees, insufficient organizational structure and ineffective allocation of marketing budget between various marketing communication channels. The results of the analysis and recommendations for the development of the new marketing plan were proposed and approved by the chairman of the board of Multitronic Oy.