INNOVATE ONLINE TRADING BY ADDING SOFTWARE BRIDGE : MARKETING PLAN AND PRICING
Rahman, Mahinur (2014)
Satakunnan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405168343
https://urn.fi/URN:NBN:fi:amk-201405168343
Tiivistelmä
The aim of this thesis was to create a marketing plan for complementary software, Robot3x, which will be used to enhance the functionality of currency trading soft-ware called ExpertAdviser. The marketing plan was expected to provide a convenient pricing strategy. Since it was a new product, that’s why there was not any previous marketing plan made for this purpose.
The theoretical part of this thesis covers the following objects:
The overall situation of the currency trading industry, Forex market and the marketing planning process. The key elements of marketing plan were marketing objectives, marketing strategy, targeting, positioning and 4 Ps of the marketing mix. At the end, the method of execution and control was explained.
This research study involves the use of a qualitative research method; potential customers of this new product, experienced in the currency trading business, were chosen for interview, which was conducted via over the phone. The interview with the software developer, however, was conducted face to face. In addition, spam emails have been used to get feedback from potential customers. With exception to the data collected from the interviewees and spam emails, the majority of the data was gathered from the internet and book sources. The information forming the theoretical framework of this thesis contains the essential and relevant substances required to draw up a marketing plan and a pricing strategy for this new associate FX trading software.
The theoretical part of this thesis covers the following objects:
The overall situation of the currency trading industry, Forex market and the marketing planning process. The key elements of marketing plan were marketing objectives, marketing strategy, targeting, positioning and 4 Ps of the marketing mix. At the end, the method of execution and control was explained.
This research study involves the use of a qualitative research method; potential customers of this new product, experienced in the currency trading business, were chosen for interview, which was conducted via over the phone. The interview with the software developer, however, was conducted face to face. In addition, spam emails have been used to get feedback from potential customers. With exception to the data collected from the interviewees and spam emails, the majority of the data was gathered from the internet and book sources. The information forming the theoretical framework of this thesis contains the essential and relevant substances required to draw up a marketing plan and a pricing strategy for this new associate FX trading software.