Marketing plan
Jantunen, Essi; Hellman, Annika (2012)
Jantunen, Essi
Hellman, Annika
Tampereen ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012053110986
https://urn.fi/URN:NBN:fi:amk-2012053110986
Tiivistelmä
The aim of this bachelor’s thesis was to draw up an efficient marketing plan for Pohjolan Vihreä Polku Oy, which offers meeting and nature activity services. The company was in a process of conversion and needed a structured marketing plan. The objectives of the company were perceived through severe research. The main purposes of the marketing plan were to raise the visibility of the company and increase its clientele. The proposed marketing actions are also to be used to improve the company’s market positioning and revenue.
In the thesis the theoretical framework for the marketing plan is described and the marketing plan can be found in the appendix to respect the privacy of Pohjolan Vihreä Polku Oy. In the theoretical framework the theories and concepts of marketing that have been used to draw up the marketing plan are described. The concepts of the conducted analyses are also described in the framework.
Extensive marketing mix options were studied and the most suitable tools were selected, to reach the target groups of the company. The target groups were specified to assemble the resources of a small company. The marketing proposals were chosen according to their economic efficiency and practicality. The selected marketing tools are suitable for a small company aiming to increase its sales and marketing actions. The main focus is on the sales promotion and public relations tools.
To guarantee the future growth of the company the marketing plan should be followed and the proposed marketing actions should be implemented actively. It has been left for the decision makers of the company to choose which of the proposed actions the company will use to improve its income. An efficient marketing mix was a result of comprehensive studies of the market and industry. The marketing plan is only suitable for the situation the company was when the study was conducted. It is essential to update the plan regularly as the industry and customer needs and requirements develop.
In the thesis the theoretical framework for the marketing plan is described and the marketing plan can be found in the appendix to respect the privacy of Pohjolan Vihreä Polku Oy. In the theoretical framework the theories and concepts of marketing that have been used to draw up the marketing plan are described. The concepts of the conducted analyses are also described in the framework.
Extensive marketing mix options were studied and the most suitable tools were selected, to reach the target groups of the company. The target groups were specified to assemble the resources of a small company. The marketing proposals were chosen according to their economic efficiency and practicality. The selected marketing tools are suitable for a small company aiming to increase its sales and marketing actions. The main focus is on the sales promotion and public relations tools.
To guarantee the future growth of the company the marketing plan should be followed and the proposed marketing actions should be implemented actively. It has been left for the decision makers of the company to choose which of the proposed actions the company will use to improve its income. An efficient marketing mix was a result of comprehensive studies of the market and industry. The marketing plan is only suitable for the situation the company was when the study was conducted. It is essential to update the plan regularly as the industry and customer needs and requirements develop.