Marketing environment and marketing communication analysis for supermarket O
Ding, Xi (2011)
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The purpose of this thesis was to develop an marketing environment and markeitng communication analysis for Supermarket O., which is an Asian food supplier with a grocery store located in Hakaniemi, Helsinki. The company deals with both business customers and consumers by supplying Asian products and offering related services in this market. Yet this analysis was only focused on regular customers rather than its business customers. Research objectives were: to analyze marketing environment, identify customer range, and analyze means of marketing communication that is currently used by Supermarket O. Theoretical frame of this thesis was structured by competitor analysis, SWOT analysis, marketing position analysis, customer segmentation, and marketing communication mix. The analysis of competitors, SWOT and market position were fuctioned as the basis of building up ideas towards target customers. Customer segmentation helps to identify the target customers, which is also a basis for analyzing marketing communication methods. For the emprical part, surveys, interviews, and observations are the three data collection methods. In the meanwhile, I have observed in supermarket O. as well as in competitors‟ stores. Implementation tactics and emprical practices offered in the part of marketing communication mix, and they are supported by collected data from marketing research. In the interview with general manager of supermarket O., I have determined the usefulness and practicalbility of different means of marketing communication. The objectives of the plan were successfully reached by implementing therotical framework and empirical research.