Providing the marketing mix through the analysis of historical data: case: Divvy
Nguyen, Hai Hoang (2021)
Nguyen, Hai Hoang
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112922441
https://urn.fi/URN:NBN:fi:amk-2021112922441
Tiivistelmä
There is no denying the impact that data has on the functioning of society and business today. Data provides insights to suppliers, especially through historical data. Therefore, through this thesis, it will clearly analyze the historical data of Divvy, which is the case company providing the bike-sharing program, thereby giving the best marketing mix strategies for the organization.
The main theoretical framework illustrated some conceptions relating to marketing and database. The analysis used quantitative methods along with secondary data which is made publicly available by the company on its website, thanks to the accurately utilization case company data, hence, presenting the most effective marketing and operational strategies for the company.
The principal findings of the thesis will refer to a more powerful strategy through the customer journey history records of using Divvy's bike-sharing program service.
The main theoretical framework illustrated some conceptions relating to marketing and database. The analysis used quantitative methods along with secondary data which is made publicly available by the company on its website, thanks to the accurately utilization case company data, hence, presenting the most effective marketing and operational strategies for the company.
The principal findings of the thesis will refer to a more powerful strategy through the customer journey history records of using Divvy's bike-sharing program service.