International Marketing Plan for an Application with Sweden as a Target Country : Case Company: Smappy Application Oy
Tammiksalu, Kätlin (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121530081
https://urn.fi/URN:NBN:fi:amk-2022121530081
Tiivistelmä
An international marketing plan is developed when a business wants to increase brand awareness and expand its product(s)/service(s) globally. It is usually carried out to understand the target market and competitive environment and to create a strategic plan to determine the steps that need to be taken to avoid or minimize the risks that may occur. The purpose for this thesis project was to improve the competitive position of the case company in Sweden and to create a marketing plan for a grocery shopping app: Smappy Application Oy.
The company is a start-up founded in April 2022 and focusing on the retail industry, offering their customers a grocery shopping app, where people can compare prices, share shopping lists with friends and family, browse recipes and order products online. The company focuses entirely on groceries and already has a price selection over 400 000 displayed from Prisma and K- Citymarket. The company wants to expand their business not only in Finland, but abroad as well. Therefore, this research focuses on market entry in Sweden: specifically, Stockholm.
The theoretical part of this thesis will introduce the key elements of the international marketing plan, which includes the marketing strategy, marketing mix and its key factors, and different market entry modes. Research methods used are both qualitative and quantitative by carrying out the research on the competitive environment and a survey from potential consumers in Sweden to find out the characteristics of Swedish online grocery shoppers. Additionally, a SWOT analysis is used to find out the core aspects of the company and PESTLE, which is carried out to find out the main facts about the operating environment.
The outcome of this thesis is a marketing plan for the case company, and recommendations for further development to carry out a foreign market entry. This way the case company can adjust their product/service accordingly and have the best approach to reach target customers and secure their position in competitive environment.
Keywords: marketing plan, application, international, business plan, marketing mix
The company is a start-up founded in April 2022 and focusing on the retail industry, offering their customers a grocery shopping app, where people can compare prices, share shopping lists with friends and family, browse recipes and order products online. The company focuses entirely on groceries and already has a price selection over 400 000 displayed from Prisma and K- Citymarket. The company wants to expand their business not only in Finland, but abroad as well. Therefore, this research focuses on market entry in Sweden: specifically, Stockholm.
The theoretical part of this thesis will introduce the key elements of the international marketing plan, which includes the marketing strategy, marketing mix and its key factors, and different market entry modes. Research methods used are both qualitative and quantitative by carrying out the research on the competitive environment and a survey from potential consumers in Sweden to find out the characteristics of Swedish online grocery shoppers. Additionally, a SWOT analysis is used to find out the core aspects of the company and PESTLE, which is carried out to find out the main facts about the operating environment.
The outcome of this thesis is a marketing plan for the case company, and recommendations for further development to carry out a foreign market entry. This way the case company can adjust their product/service accordingly and have the best approach to reach target customers and secure their position in competitive environment.
Keywords: marketing plan, application, international, business plan, marketing mix