Marketing plan for Mixmart : Marketing communication perspective

Abstract

This thesis aimed to develop a marketing plan for Mixmart. The primary focus of this marketing plan was an analysis of the market situation and the implementation of traditional and digital marketing communication strategies for Mixmart. Mixmart is a grocery store located in Pietarsaari.

The first part of this thesis consists of three theoretical chapters that the author has endeavored to discuss in depth. In the first chapter, marketing strategy, marketing planning, and the marketing planning process are discussed. The second chapter described marketing communication models, such as the marketing communication mix and the PESO model. The last and final theoretical chapter consists of market and environmental analysis models, such as porter’s Five Forces, the SWOT matrix, and the PESTLE analysis.

In the practical part, the author discussed Mixmart's SWOT analysis, the market, and environmental conditions, and potential customers. Also discussed were Mixmart's marketing plan's objectives and goals. To meet the goals, the author discussed most of the possible marketing communication channels that assisted Mixmart to achieve its marketing goals. This marketing plan can also be used as a marketing communication outline for other grocery businesses.