Competitor and customer analysis of a language learning platform : Case VocApp
Romanets, Anastasia (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019061316775
https://urn.fi/URN:NBN:fi:amk-2019061316775
Tiivistelmä
The purpose of the study was to analyse the marketing environment (competitors and customers) of the selected case company. The goal was to discover and describe the target audience, current competitors and to use findings for the improvement of company’s marketing activities.
In this thesis the author has used qualitative research methods. For building theoretical framework, the necessary information had been collected from academic sources including books, articles and webpages. Moreover, the information given by the CEO of the company during the interviews has been used. The primary data for the thesis was gathered from a qualitative survey and the case company’s analytical tools.
The result of the study provides an overview on the market of online language learning. Also, it demonstrates the crucial customer segments of the case company. By analyzing the operations of the competitors and the profiles of the existing users, the author has finalized the recommendations that can be used to improve the position of the case company in the market. Based on the brief guidelines and summaries on their customers and competitors, case company can adjust current processes and frame a marketing strategy.
In this thesis the author has used qualitative research methods. For building theoretical framework, the necessary information had been collected from academic sources including books, articles and webpages. Moreover, the information given by the CEO of the company during the interviews has been used. The primary data for the thesis was gathered from a qualitative survey and the case company’s analytical tools.
The result of the study provides an overview on the market of online language learning. Also, it demonstrates the crucial customer segments of the case company. By analyzing the operations of the competitors and the profiles of the existing users, the author has finalized the recommendations that can be used to improve the position of the case company in the market. Based on the brief guidelines and summaries on their customers and competitors, case company can adjust current processes and frame a marketing strategy.