Strategic marketing in education and training industry : Panda Training Ltd
Nguyen, Thi Mai Ly (2017)
Laurea-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112718409
https://urn.fi/URN:NBN:fi:amk-2017112718409
Tiivistelmä
The main purpose of the thesis is to develop a marketing plan to support Panda Training Ltd (later called Panda Training) in finding and attracting more buyers and suppliers to its digital marketplace. The objective of the company is to take over the marketshare of corporate education in Finland and then expand further to other parts of Europe.
The theoretical framework focuses on the market environment, different marketing and communication options. The theoretical part also describe different promotion methods as the are seen to have an important role in the company’s strategies.
The marketing solutions were created using the result of micro and macro environmental analysis and SWOT analysis of the company, Additionally, there was a description of the new approach in marketing management mix with suggestions of how the company could improve its uses of marketing channels. The communication plan focuses on solving communication problems facing by the team and external shareholders. Panda Training aims to focus on LinkedIn and Facebook as the main social media channels and a website as an internet marketing channel. For that reason, the marketing plan majorly focuses on digital method.
The outcomes of this plan will act as support document for Panda Training to develop its monthly implementation and KPIs for marketing and communication. With this marketing plan, Panda Training should make use of the information gathered in the analysis and implement its monthly operation in aligned with the strategies suggested. The timetable and guidline for social media marketing and email marketing can be modified and complemented if necessary.
The theoretical framework focuses on the market environment, different marketing and communication options. The theoretical part also describe different promotion methods as the are seen to have an important role in the company’s strategies.
The marketing solutions were created using the result of micro and macro environmental analysis and SWOT analysis of the company, Additionally, there was a description of the new approach in marketing management mix with suggestions of how the company could improve its uses of marketing channels. The communication plan focuses on solving communication problems facing by the team and external shareholders. Panda Training aims to focus on LinkedIn and Facebook as the main social media channels and a website as an internet marketing channel. For that reason, the marketing plan majorly focuses on digital method.
The outcomes of this plan will act as support document for Panda Training to develop its monthly implementation and KPIs for marketing and communication. With this marketing plan, Panda Training should make use of the information gathered in the analysis and implement its monthly operation in aligned with the strategies suggested. The timetable and guidline for social media marketing and email marketing can be modified and complemented if necessary.