Marketing plan for Lendo.fi
Törönen, Jenni (2018)
Törönen, Jenni
Yrkeshögskolan Arcada
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121221072
https://urn.fi/URN:NBN:fi:amk-2018121221072
Tiivistelmä
The purpose of this study is to create a marketing plan for Lendo Finland. Lendo is the leading loan broker in the Nordics and a part of the Schibsted Media Group which is one of the largest media groups in the Nordics. Because of increased competition in the market, Lendo Finland needs an up-to-date marketing plan to reach its business goals (KPI’s).
The study presents frameworks for digital marketing planning. The frameworks include PR Smith’s SOSTAC and the PESO model. A qualitative method is used to analyze and incorporate the primary data collection through meetings and secondary data such as the company’s material and platforms.
The empirical part of the study includes an application of digital marketing theory, strategic framework, author’s own input and contribution of primary research findings to the case study.
The study shows that by using PR Smith’s SOSTAC framework it was possible to get wider picture of current situation and see what action needs to be taken. This information helped planning actions to reach business goals and the company’s vision to be the market leader in a highly competitive situation. The marketing plan also collects all the information in one place, which makes it a useful tool for referencing on a daily basis.
The study presents frameworks for digital marketing planning. The frameworks include PR Smith’s SOSTAC and the PESO model. A qualitative method is used to analyze and incorporate the primary data collection through meetings and secondary data such as the company’s material and platforms.
The empirical part of the study includes an application of digital marketing theory, strategic framework, author’s own input and contribution of primary research findings to the case study.
The study shows that by using PR Smith’s SOSTAC framework it was possible to get wider picture of current situation and see what action needs to be taken. This information helped planning actions to reach business goals and the company’s vision to be the market leader in a highly competitive situation. The marketing plan also collects all the information in one place, which makes it a useful tool for referencing on a daily basis.