B2C Marketing Approach from a B2B Company: Research on Potential of Digital Communication Channels
Sakura, Shioda (2022)
Sakura, Shioda
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052211081
https://urn.fi/URN:NBN:fi:amk-2022052211081
Tiivistelmä
This thesis project was focused on studying the potential of the B2C marketing communication channel approach within a B2B company; the main goal was set to select a suitable digital marketing communication channel for the client company. The purpose of the selected communication channel was to improve brand awareness of the company’s trademarked product X.
The literature review consists of the theory of digital marketing communication, digital marketing channels, planning framework SOSTAC, the Japanese digital marketing environment and the wooden house market in Japan. They supported the core idea of the study and were utilised for research analysis.
Interviews were arranged applying a qualitative research method. Interviews were executed with the client company’s director and sales manager from the group company. The purpose of the interview was to define the marketing communication channel objectives, and find the case company’s key sales and marketing activities. Because the main market of the case company is Japan, the study concentrates on the Japanese
market. SOSTAC planning framework was applied for research analysis which could explore internal and external environment factors of the company clearly.
In conclusion, the result showed that Facebook would be the best communication channel for the case. It was chosen by ample opportunities to reach potential and existing consumers, strong content adjustability, high information transferring speed, and cost efficiency. The result additionally revealed that each channel has both positive and negative features, therefore it is difficult to select one perfect marketing channel. As
the channel collaboration is commonly utilized nowadays, it may be effective to implement multiple channels as an omni-channel marketing approach and to apply various channels for different marketing objectives.
The literature review consists of the theory of digital marketing communication, digital marketing channels, planning framework SOSTAC, the Japanese digital marketing environment and the wooden house market in Japan. They supported the core idea of the study and were utilised for research analysis.
Interviews were arranged applying a qualitative research method. Interviews were executed with the client company’s director and sales manager from the group company. The purpose of the interview was to define the marketing communication channel objectives, and find the case company’s key sales and marketing activities. Because the main market of the case company is Japan, the study concentrates on the Japanese
market. SOSTAC planning framework was applied for research analysis which could explore internal and external environment factors of the company clearly.
In conclusion, the result showed that Facebook would be the best communication channel for the case. It was chosen by ample opportunities to reach potential and existing consumers, strong content adjustability, high information transferring speed, and cost efficiency. The result additionally revealed that each channel has both positive and negative features, therefore it is difficult to select one perfect marketing channel. As
the channel collaboration is commonly utilized nowadays, it may be effective to implement multiple channels as an omni-channel marketing approach and to apply various channels for different marketing objectives.