Developing a social media marketing strategy for the horse industry customer group : Case: Avant Tecno UK LTD
Tantsurina, Anna (2017)
Hämeen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702051999
https://urn.fi/URN:NBN:fi:amk-201702051999
Tiivistelmä
The purpose of this thesis was to develop social media marketing plan and implementation steps for Avant Tecno UK LTD. The aim was to identify the most suitable online media channels, types and forms of content as well as techniques for reaching horse industry customer group via social media channels in the most efficient way.
Various research methods were used to reach different objectives of the thesis. The empirical study was conducted as a quantitative research by means of in-person, phone interviews and observations. The author received full access to company`s official social media profiles and statistical insights to perform analysis and monitoring including profiles observations, content auditing and organizational documents review. On top of that, different marketing models such as SOSTAC, PEST and SWOT as well as a number of online publications, e-commerce literature and company’s records were utilised throughout the research.
The aim of the thesis was reached through analyzing The UK market including internal and external online business environment as well as the current social media marketing strategy for the targeted group. The horse industry customer group and its online behavior were explored further. This research was followed up with an assessment of social media channels which could be most applicable to the online behavior of the targeted customer group. The recommendations on how the social media marketing strategy should be adjusted and executed concluded the thesis.
Various research methods were used to reach different objectives of the thesis. The empirical study was conducted as a quantitative research by means of in-person, phone interviews and observations. The author received full access to company`s official social media profiles and statistical insights to perform analysis and monitoring including profiles observations, content auditing and organizational documents review. On top of that, different marketing models such as SOSTAC, PEST and SWOT as well as a number of online publications, e-commerce literature and company’s records were utilised throughout the research.
The aim of the thesis was reached through analyzing The UK market including internal and external online business environment as well as the current social media marketing strategy for the targeted group. The horse industry customer group and its online behavior were explored further. This research was followed up with an assessment of social media channels which could be most applicable to the online behavior of the targeted customer group. The recommendations on how the social media marketing strategy should be adjusted and executed concluded the thesis.