Marketing strategy for a start-up service company : Cab Service Qaisar AY
Qaisar, Imran Mr; Pham, Ngoc Ms (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122031144
https://urn.fi/URN:NBN:fi:amk-2022122031144
Tiivistelmä
Qaisar AY is a start-up company having multiple businesses under one name. The major part of its businesses consists on cab related services. The purpose of this thesis was to develop the marketing strategy of Qaisar AY. The targets of the company are to get 20% share of the market and 2000 customers with Mach Cab and Mach Log, respectively. This can only be done to approach maximum people through a good marketing strategy.
To develop the marketing strategy of the company, reliable sources of literature are reviewed and information about the company and its existing marketing strategy was collected in a systematic way. Popular and relevant advertising practices were studied. A PESTEL analysis and competitor analysis both were done using secondary data sources. A market research of customers and their perceptions were done using a survey method. After deciding the target audience and doing preliminary market research, a questionnaire survey was done to end users as well to understand their perceptions and expectations. Based on these analyses, a SWOT description of the situation was done.
Through these analyses, targets and objectives for marketing were refined. Marketing channels and techniques were finalized which concluded that Qaisar AY is performing well in some social media platforms while the others need to be explored as well. This is going to be an efficient and beneficial research to uplift the organization and its marketing strategy.
To develop the marketing strategy of the company, reliable sources of literature are reviewed and information about the company and its existing marketing strategy was collected in a systematic way. Popular and relevant advertising practices were studied. A PESTEL analysis and competitor analysis both were done using secondary data sources. A market research of customers and their perceptions were done using a survey method. After deciding the target audience and doing preliminary market research, a questionnaire survey was done to end users as well to understand their perceptions and expectations. Based on these analyses, a SWOT description of the situation was done.
Through these analyses, targets and objectives for marketing were refined. Marketing channels and techniques were finalized which concluded that Qaisar AY is performing well in some social media platforms while the others need to be explored as well. This is going to be an efficient and beneficial research to uplift the organization and its marketing strategy.