Creating a marketing strategy for a new business : case Hygla bakery
Talvitie, Senni (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120223234
https://urn.fi/URN:NBN:fi:amk-2021120223234
Tiivistelmä
The aim of this thesis was to research marketing and based on the findings develop a marketing strategy for a business, that has just started its operations. Starting a new business can be challenging and new entrepreneurs may not have time to plan the most important factor of the business, marketing. With the help of this thesis, the marketing strategy was created.
The researcher examined the topic by collecting data both from primary and secondary sources. Both literature and online sources were used for gathering data, but the data was collected also by interviewing the entrepreneur of the case company and by investigating the current marketing activities of the case company.
The research method was a case study, but also qualitative research methods were implemented. In this thesis the main methods were PESTEL analysis, Porter’s five forces- method and SWOT analysis. The information gained from the research was collected and the marketing strategy was created. Based on the findings, the case company should use different marketing channels widely and focus on activity on social media marketing.
The researcher examined the topic by collecting data both from primary and secondary sources. Both literature and online sources were used for gathering data, but the data was collected also by interviewing the entrepreneur of the case company and by investigating the current marketing activities of the case company.
The research method was a case study, but also qualitative research methods were implemented. In this thesis the main methods were PESTEL analysis, Porter’s five forces- method and SWOT analysis. The information gained from the research was collected and the marketing strategy was created. Based on the findings, the case company should use different marketing channels widely and focus on activity on social media marketing.