A marketing strategy for sustainable growth : case study Sky-media company limited
Dinh, Thi Minh Trang (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060414783
https://urn.fi/URN:NBN:fi:amk-2019060414783
Tiivistelmä
Sustainability is becoming a vital concept for businesses nowadays. Therefore, the purpose of this dissertation was to analyse Sky-media's business situation using existing theories and media industry information.
In the theoretical part, the idea of sustainability and sustainability marketing strategy was addressed. The data were gathered from public references such as books, articles and websites. The empirical part included the company basic information and company's analysis. Quantitative and qualitative method using semi-structured interview (face-to-face and email interview) were used in this study.
In the discussion section, the collected information was used to answer the research questions, and the author gave some recommendations.
It was found that Sky-media's marketing strategy has already included the idea of sustainable marketing. However, one of the suggestions for the company's growth is to create new potential products by cooperating with competitors instead of competing. It would be interesting to consider sustainability marketing from the government's perspective since it could help the start-ups to utilise the current policies.
In the theoretical part, the idea of sustainability and sustainability marketing strategy was addressed. The data were gathered from public references such as books, articles and websites. The empirical part included the company basic information and company's analysis. Quantitative and qualitative method using semi-structured interview (face-to-face and email interview) were used in this study.
In the discussion section, the collected information was used to answer the research questions, and the author gave some recommendations.
It was found that Sky-media's marketing strategy has already included the idea of sustainable marketing. However, one of the suggestions for the company's growth is to create new potential products by cooperating with competitors instead of competing. It would be interesting to consider sustainability marketing from the government's perspective since it could help the start-ups to utilise the current policies.