Analysis and improvement of the marketing mix. Case Company X.
Tarasova, Maria (2014)
Tarasova, Maria
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404144278
https://urn.fi/URN:NBN:fi:amk-201404144278
Tiivistelmä
The aim of the thesis was to analyse the importance of the marketing mix, consider its crucial elements, discover their correlation and effect on overall performance. The work considers the analysis of the marketing mix and ways of enhancement in order to achieve marketing objectives.
The research was done for Case Company X, the new outlet apparel store in Lappeenranta. The company’s main goal was to increase awareness of the shop and increase sales by attracting more customers.
The data for theoretical research was gathered from secondary sources, such as books, articles and Internet sources. The primary data was obtained from unstructured interviews with customers, personnel and from the company’s internal database.
The result of the study was an analysis of the marketing mix of the Company X, to discuss the mistakes and weak spots, design of marketing activities aimed on improvement and evaluation of the implemented actions. The project discovered the necessity of development of the marketing mix and set an action plan for the company. The further success of the company will be defined by the way of accomplishment of the improvements.
The research was done for Case Company X, the new outlet apparel store in Lappeenranta. The company’s main goal was to increase awareness of the shop and increase sales by attracting more customers.
The data for theoretical research was gathered from secondary sources, such as books, articles and Internet sources. The primary data was obtained from unstructured interviews with customers, personnel and from the company’s internal database.
The result of the study was an analysis of the marketing mix of the Company X, to discuss the mistakes and weak spots, design of marketing activities aimed on improvement and evaluation of the implemented actions. The project discovered the necessity of development of the marketing mix and set an action plan for the company. The further success of the company will be defined by the way of accomplishment of the improvements.