International market (Nordic, Baltic) potential and marketing communication strategy for SHIFT Business Festival

Abstract

The thesis aims to investigate the potentials in foreign market, especially in Nordic and Baltic region for SHIFT Business Festival and study the company’s current situation on different dimensions based on the theory of international marketing and communication. At the same time, the thesis explores the method in building marketing communication strategy and attempt to find the most compatible method to the performance of SHIFT Business Festival. The main objectives of this thesis are to make conclusion upon whether or not the company has the opportunities to develop in the Nordic and Baltic region, as well as propose an example marketing communication strategy for SHIFT Business Festival. The literature review mentions the academic terms and concepts that are related to the field of research, including: Marketing, marketing and communication strategy, internationalization. In each main section, there are several subsections to clarify the great topic and support the validity of the theory’s framework. The empirical research goes on studying two main parts: research environment (Finland-Turku, Nordic, Baltic region and Hofstede’s dimension) and the current situation of SHIFT Business Festival in terms of marketing, sales and online marketing performances. The research environment section collects facts from secondary sources and study the environments to highlight the potentials and risk for the commissioner, then later it will be further supported by Hofstede’s theory to elaborate details for the marketing communication strategy in the conclusion. Current situation will go through many fields of the company’s performance, give evaluation and ideas for the later marketing communication strategy in the conclusion.