Strategic marketing planning for IT company X
Lam, Genie (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023092126109
https://urn.fi/URN:NBN:fi:amk-2023092126109
Tiivistelmä
IT Company X is an information technology company specializing in comprehensive software development services and expert consulting. As the company grows, the need to implement a marketing strategy becomes increasingly apparent. It is essential for providing clear direction and establishing systematic marketing actions to drive the company towards its vision.
The focus of this thesis is to improve the company's marketing efficiency, with key objectives including increasing website traffic, improving lead conversion, and enhancing brand awareness. The expected result will be a defined strategic marketing plan with clear direction, and guidelines for campaign ideas. The plan aims to improve the visibility and brand awareness of the company and let people know more about their services.
The thesis used theoretical frameworks to support its research, primarily focusing on the strategic marketing planning process, which encompassed a comprehensive situation analysis covering the company, its competitors, and its customers. Throughout this process, some marketing theories, models, and tools were used, including SWOT analysis, PEST analysis, the STP model (Segmentation, Targeting, and Positioning), the Strategy Canvas, and the Three Tiers of Non-Customers from the Blue Ocean methodology. The thesis clarified the marketing mix and has established a foundation for a strategic marketing approach, covering service marketing, digital marketing, and content strategy, which provides a roadmap for the company's future marketing efforts.
The research methodology involved a combination of primary and secondary data collection methods. Primary data was gathered through face-to-face interviews and online surveys, while secondary data was sourced from scientific publications and various online resources. Qualitative interviews were conducted to gain insights into the company, identify customer segments, and assess competitors. Additionally, a 17-question survey was designed for market research, aimed at comprehending the needs, interests, and pain points of professionals across different industries. This survey explored areas such as industry openness to new tech partnerships, brand recognition, and professionals' event attendance habits.
After a thorough analysis of the collected data, the marketing mix was formulated and the strategies for service marketing, digital marketing, and content strategy were conducted. Furthermore, the thesis presented a timetable outlining the company's forthcoming marketing initiatives. The timetable outlines the major actions to be undertaken monthly, and examples for social media posts are attached in the Appendices.
The conclusion is that the company should review its website and social media pages for potential improvements. Utilize the marketing strategies found in this thesis, maintain social media engagement, continuously monitor and evaluate performance through the use of social media analytics tools, and regularly refine the marketing plans.
The focus of this thesis is to improve the company's marketing efficiency, with key objectives including increasing website traffic, improving lead conversion, and enhancing brand awareness. The expected result will be a defined strategic marketing plan with clear direction, and guidelines for campaign ideas. The plan aims to improve the visibility and brand awareness of the company and let people know more about their services.
The thesis used theoretical frameworks to support its research, primarily focusing on the strategic marketing planning process, which encompassed a comprehensive situation analysis covering the company, its competitors, and its customers. Throughout this process, some marketing theories, models, and tools were used, including SWOT analysis, PEST analysis, the STP model (Segmentation, Targeting, and Positioning), the Strategy Canvas, and the Three Tiers of Non-Customers from the Blue Ocean methodology. The thesis clarified the marketing mix and has established a foundation for a strategic marketing approach, covering service marketing, digital marketing, and content strategy, which provides a roadmap for the company's future marketing efforts.
The research methodology involved a combination of primary and secondary data collection methods. Primary data was gathered through face-to-face interviews and online surveys, while secondary data was sourced from scientific publications and various online resources. Qualitative interviews were conducted to gain insights into the company, identify customer segments, and assess competitors. Additionally, a 17-question survey was designed for market research, aimed at comprehending the needs, interests, and pain points of professionals across different industries. This survey explored areas such as industry openness to new tech partnerships, brand recognition, and professionals' event attendance habits.
After a thorough analysis of the collected data, the marketing mix was formulated and the strategies for service marketing, digital marketing, and content strategy were conducted. Furthermore, the thesis presented a timetable outlining the company's forthcoming marketing initiatives. The timetable outlines the major actions to be undertaken monthly, and examples for social media posts are attached in the Appendices.
The conclusion is that the company should review its website and social media pages for potential improvements. Utilize the marketing strategies found in this thesis, maintain social media engagement, continuously monitor and evaluate performance through the use of social media analytics tools, and regularly refine the marketing plans.