ANALYSIS OF AN INTERNAL MARKETING TOOL Case Company: Lexus Europe
Roslavtceva, Anna (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019053113893
https://urn.fi/URN:NBN:fi:amk-2019053113893
Tiivistelmä
Marketing is a popular area of research and analysis. The reason is that most of the time marketing is considered as the main channel of communication between the customer and the company. However, this is not the only approach that is possible nowadays. The motivation for marketing teams to design advanced campaigns is due to factors such as increasing profits and wavering customer loyalty. Additionally, these campaigns inspire to find an out-of-the-box strategy that would be profitable in the long-term. Finally, these campaigns can be divided into external and internal marketing approaches both of which have been detailed in this study.
The main purpose of this study was to evaluate and study one of the internal marketing tools at Lexus Europe. The selected tool is a training program for all the Lexus staff which has not yet been implemented. Also, improvements and optimisations to the training program at Lexus Europe have been described. This work has been conducted using complementary inductive and deductive approaches. The outcome of deductive research has helped to reveal the problem, while inductive research has been instrumental in finding the solution.
In conclusion, the author suggests on employing an implementation plan to enhance the existing training program at Lexus Europe as the internal marketing tool. This idea was borrowed from analysis of the training program at Lexus Ukraine and adapted to the needs of Lexus Europe.
The main purpose of this study was to evaluate and study one of the internal marketing tools at Lexus Europe. The selected tool is a training program for all the Lexus staff which has not yet been implemented. Also, improvements and optimisations to the training program at Lexus Europe have been described. This work has been conducted using complementary inductive and deductive approaches. The outcome of deductive research has helped to reveal the problem, while inductive research has been instrumental in finding the solution.
In conclusion, the author suggests on employing an implementation plan to enhance the existing training program at Lexus Europe as the internal marketing tool. This idea was borrowed from analysis of the training program at Lexus Ukraine and adapted to the needs of Lexus Europe.