International Marketing Plan for Professional Publishing Finland Oy
Aaltonen, Anni (2021)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112822196
https://urn.fi/URN:NBN:fi:amk-2021112822196
Tiivistelmä
This Bachelor’s thesis focuses on the process of making a international marketing plan. The main objective of this thesis was to create an international marketing plan for Professional Publishing Finland Oy for their book Higher Education Management -Best practices from Finland. The company is selling to international markets and needed an effective marketing plan for the target market. Their target country of this thesis is Mexico, and the marketing plan is only for the Mexican market. The company is only selling B2B so the plan will focus only on organizations that are higher education institutions.
This thesis includes both a theory section and emperical section which deals with the objective of the thesis. To achieve the goal of the marketing plan, the industry and theory for making a marketing plan needed to be studied. Whilst knowing how to create the plan, the Mexican higher education system needed to be studied to understand what kind of institutions and organizations the products should target. Knowledge of marketing in Mexico was also obtained to avoid any cultural challenges. With all of the information gathered the marketing plan and its measurements were created.
The main objective of this thesis was achieved but the effectiveness or success of the marketing plan could not be determined, since the results of the plan can only be gathered once the plan is executed. The company will execute the plan according to the schedule given in the plan.
Depending on the results of the execution, the company can move forward to develop the marketing plan for their future projects. The company translated their book to Spanish for this marketing plan and this gives the company an advantage on their next marketing activities in Spanish-speaking countries. The company can adapt elements of this marketing plan in their future international marketing plans.
This thesis includes both a theory section and emperical section which deals with the objective of the thesis. To achieve the goal of the marketing plan, the industry and theory for making a marketing plan needed to be studied. Whilst knowing how to create the plan, the Mexican higher education system needed to be studied to understand what kind of institutions and organizations the products should target. Knowledge of marketing in Mexico was also obtained to avoid any cultural challenges. With all of the information gathered the marketing plan and its measurements were created.
The main objective of this thesis was achieved but the effectiveness or success of the marketing plan could not be determined, since the results of the plan can only be gathered once the plan is executed. The company will execute the plan according to the schedule given in the plan.
Depending on the results of the execution, the company can move forward to develop the marketing plan for their future projects. The company translated their book to Spanish for this marketing plan and this gives the company an advantage on their next marketing activities in Spanish-speaking countries. The company can adapt elements of this marketing plan in their future international marketing plans.