Marketing communication challenges for small and medium size enterprices
Kamunen, Nelli (2019)
Kamunen, Nelli
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060314384
https://urn.fi/URN:NBN:fi:amk-2019060314384
Tiivistelmä
The topic of this thesis was provided by the case company, MSTConsulting Oy. The company had the need for information about marketing communications and the possible challenges they might face in the future. That is why the author took this mission and wrote this thesis. The author had done her practical training for the company, so this thesis is some kind of continuation for the training.
The main research question of the thesis is what the challenges are that the case company might face in its marketing communications and how they could overcome those challenges. This thesis aims to answer that question and provide the case company with information how they could improve their marketing communications and overall performance. The answers for the questions were gathered by conducting a qualitative study. This study included literature reviews to from the theory base and interviews with the case company to gather information about their needs and the overall situation. Benchmarking was also used to gather additional information for facing the challenges of marketing communication. As a result, there are some ideas the case company can use to improve their marketing communications in the future. There are for example ideas how the case company could utilize personal selling as efficiently as possible and how they could utilize business events to benefit their business actions.
This thesis provides basic information about the marketing communications, marketing services and operating in the business to business field. It also gives useful information for the case company about the practices they could use to improve their marketing and other related operations. In this last chapter there are also some practical tips for the company that they could use in the future. There are also some suggestions about bigger future improvements that could be made in the company.
The main research question of the thesis is what the challenges are that the case company might face in its marketing communications and how they could overcome those challenges. This thesis aims to answer that question and provide the case company with information how they could improve their marketing communications and overall performance. The answers for the questions were gathered by conducting a qualitative study. This study included literature reviews to from the theory base and interviews with the case company to gather information about their needs and the overall situation. Benchmarking was also used to gather additional information for facing the challenges of marketing communication. As a result, there are some ideas the case company can use to improve their marketing communications in the future. There are for example ideas how the case company could utilize personal selling as efficiently as possible and how they could utilize business events to benefit their business actions.
This thesis provides basic information about the marketing communications, marketing services and operating in the business to business field. It also gives useful information for the case company about the practices they could use to improve their marketing and other related operations. In this last chapter there are also some practical tips for the company that they could use in the future. There are also some suggestions about bigger future improvements that could be made in the company.