PK Tradesman Tmi Developing marketing in a multicultural environment
Juutilainen, Tomi; Kangasperko, Pyry (2010)
Mikkelin ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201005149329
https://urn.fi/URN:NBN:fi:amk-201005149329
Tiivistelmä
Purpose of the thesis was to find ways to improve PK Tradesman Tmi's customer and partner relations and marketing processes as well as research the viability of its product offering. This was accomplished by researching the concepts of guerrilla marketing and customer relationship management, and comparing different aspects of the Finnish and Chinese culture.
The thesis consists in part of exploring the theory of aforementioned concepts, and in part of a ques-tionnaire which was implemented in Akseli Shopping Mall in the heart of Mikkeli city. The question-naire was used to chart the respondents' attitude towards purchasing made to order clothing in internet and to find out the general price level they would be ready to pay for the products.
The research process uncovered valuable information considering the various customer segments of PK Tradesman Tmi, its distribution channels and product pricing. The information derived from the thesis will be used to improve the company's activities on multiple levels of business.
The thesis consists in part of exploring the theory of aforementioned concepts, and in part of a ques-tionnaire which was implemented in Akseli Shopping Mall in the heart of Mikkeli city. The question-naire was used to chart the respondents' attitude towards purchasing made to order clothing in internet and to find out the general price level they would be ready to pay for the products.
The research process uncovered valuable information considering the various customer segments of PK Tradesman Tmi, its distribution channels and product pricing. The information derived from the thesis will be used to improve the company's activities on multiple levels of business.