Marketing plan for a “Tangiers Lounge” Hookah Lounge in the US, California
Siniakova, Anna Maria (2020)
Siniakova, Anna Maria
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005016735
https://urn.fi/URN:NBN:fi:amk-202005016735
Tiivistelmä
The main objective of the research was to study the key aspects of developing a marketing plan and to create as the result a clear marketing guideline for the ART Hookah Family company: the brand that launches its new hookah lounge “Tangiers Lounge” in the US, California, in 2021. The research was accredited and commissioned by the organisation, and the strategic objectives of the marketing plan were discussed with its CEO.
The theoretical framework part of the thesis is composed mainly of excerpts from the lecture materials and related literature as well as of author’s observations and thoughts about the topic. Secondary data proves obviously useful for the theoretical research. However, market analysis and marketing plan imply information that is more specific. The main sources of the primary data for this thesis were interviews with the company’s top-level managers.
The marketing plan in its final purpose should provide the brand improved visibility and increased sales on the settled but still expanding market of hookah lounges in the USA. It is up to the ART Hookah Family company executives to follow or not the predesigned strategy of the marketing plan which is attached as the appendix due to the confidentiality reasons.
The theoretical framework part of the thesis is composed mainly of excerpts from the lecture materials and related literature as well as of author’s observations and thoughts about the topic. Secondary data proves obviously useful for the theoretical research. However, market analysis and marketing plan imply information that is more specific. The main sources of the primary data for this thesis were interviews with the company’s top-level managers.
The marketing plan in its final purpose should provide the brand improved visibility and increased sales on the settled but still expanding market of hookah lounges in the USA. It is up to the ART Hookah Family company executives to follow or not the predesigned strategy of the marketing plan which is attached as the appendix due to the confidentiality reasons.