Marketing plan for Jingcai digital printing studio
Jin, Xi (2013)
Jin, Xi
Satakunnan ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013060713426
https://urn.fi/URN:NBN:fi:amk-2013060713426
Tiivistelmä
The purpose of this thesis was to draw up an efficient marketing plan for Jingcai digital printing studio, which plans to be set up in Tianjin, China. The studio takes up providing all kinds of printing products for business customers. The aim of this thesis was to assist start-up company to gain customers’ attention in the initial stage of company’s long term development and build a concrete base for progress and further expansion in order to become a digital printing company with strong competitiveness in the local target market in prospect.
The theoretical part of this thesis was completed on the basis of process of marketing planning. The essential components consist of business mission, PEST analysis, competitors’ analysis, SWOT analysis, marketing objectives, marketing strategy, marketing mix and implementation and control. Related theories were applied into practical case by reviewing a number of relevant textbooks and journals with regard to marketing plan.
For the empirical part, a qualitative research method was selected and a face-to-face online interview as well as with semi-structured interview questions were carried out so as to obtain a better understanding about the current situation of digital printing business in Tianjin. A marketing plan for Jingcai digital printing studio was con-ducted in the end with the assistance of results of the research.
The actual marketing plan for Jingcai digital printing studio began with the business mission and an analysis of external and internal market environment. After that the marketing strategy and marketing mix were designed. In order to have a clear picture of what the studio intends to do, a marketing calendar was created and subsequently the sales revenue and the expenses of marketing actions were estimated which was found on the decisions of the marketing mix. At last, the success of the marketing plan in real life depends on the appropriate implementation and control.
The theoretical part of this thesis was completed on the basis of process of marketing planning. The essential components consist of business mission, PEST analysis, competitors’ analysis, SWOT analysis, marketing objectives, marketing strategy, marketing mix and implementation and control. Related theories were applied into practical case by reviewing a number of relevant textbooks and journals with regard to marketing plan.
For the empirical part, a qualitative research method was selected and a face-to-face online interview as well as with semi-structured interview questions were carried out so as to obtain a better understanding about the current situation of digital printing business in Tianjin. A marketing plan for Jingcai digital printing studio was con-ducted in the end with the assistance of results of the research.
The actual marketing plan for Jingcai digital printing studio began with the business mission and an analysis of external and internal market environment. After that the marketing strategy and marketing mix were designed. In order to have a clear picture of what the studio intends to do, a marketing calendar was created and subsequently the sales revenue and the expenses of marketing actions were estimated which was found on the decisions of the marketing mix. At last, the success of the marketing plan in real life depends on the appropriate implementation and control.