Creating a Marketing Plan for a Social Alarm Company
Heikkilä, Joni (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060917895
https://urn.fi/URN:NBN:fi:amk-2020060917895
Tiivistelmä
The purpose of this thesis was to develop an easy to implement marketing plan for a small-sized social alarm company. After the author conducted their practical training at the case company, it was decided that they would collaborate to create a marketing plan for the company. The company was unable to allocate resources to create a plan themselves, and an outsider’s perspective may offer a refreshing outlook on the company.
Marketing is an important aspect of a company’s operation; thus, care should be taken to ensure that it is conducted in an efficient way. Especially small businesses require constant marketing efforts, as they are extremely dependent on their image. Marketing a social alarm company is different to marketing a more approachable business, such as a general store or a clothing brand. Social alarm companies do business mostly with caretakers of the elderly and the disabled. Due to this, marketing efforts must be handled in a careful manner. Ethics play a large part in marketing to such demographics. Social alarms are also directly responsible for a person’s safety.
Through literature review as well as an interview with the CEO, the thesis aimed to create a consistent marketing plan founded upon relevant concepts from marketing literature. The thesis explains these theoretical concepts and apply them to the case company to acquire an understanding of the company’s marketing needs. These concepts include Situation Analysis, PESTEL Analysis, SWOT Analysis and the Marketing Mix. Empirical data was be gathered through an interview with the CEO of the company. The empirical data was used alongside the theoretical knowledge to create Marketing Objectives and finally, the Marketing Plan itself.
The result of the project is an efficient general marketing plan that will allow the case company to secure a larger percentage of the market share.
Marketing is an important aspect of a company’s operation; thus, care should be taken to ensure that it is conducted in an efficient way. Especially small businesses require constant marketing efforts, as they are extremely dependent on their image. Marketing a social alarm company is different to marketing a more approachable business, such as a general store or a clothing brand. Social alarm companies do business mostly with caretakers of the elderly and the disabled. Due to this, marketing efforts must be handled in a careful manner. Ethics play a large part in marketing to such demographics. Social alarms are also directly responsible for a person’s safety.
Through literature review as well as an interview with the CEO, the thesis aimed to create a consistent marketing plan founded upon relevant concepts from marketing literature. The thesis explains these theoretical concepts and apply them to the case company to acquire an understanding of the company’s marketing needs. These concepts include Situation Analysis, PESTEL Analysis, SWOT Analysis and the Marketing Mix. Empirical data was be gathered through an interview with the CEO of the company. The empirical data was used alongside the theoretical knowledge to create Marketing Objectives and finally, the Marketing Plan itself.
The result of the project is an efficient general marketing plan that will allow the case company to secure a larger percentage of the market share.