Marketing plan for new product
Nguyen, Ho Van Anh (2015)
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202401121349
https://urn.fi/URN:NBN:fi:amk-202401121349
Tiivistelmä
This Bachelor’s thesis was conducted as a commission for a case company operating in the technology industry. The purpose of this thesis is to help company CubiCasa analyse the Finnish market situation as well as customer behaviour and competitive competitor for their new product. Based on the result from the market research, the researcher is going to give some suggestions in the aim of improving the sales of this new product for CubiCasa.
The theoretical framework defines the important method PEST to analyse the company’s macro-environment, and SWOT to know which external and internal factors affecting to the business. The customer's behaviour in Finnish market is an application of a theory of Jim Riley regarding decision-making process of customer. The concerned product is studied with a theory of Marketing Mix while the marketing plan is mainly focus on content marketing theory.
The empirical part of the thesis was based on a qualitative interview with the experts who have experience and obtain the main role in sale process of CubiCasa. The basic purpose of the research was to learn about the current situation of sales as well as the marketing method the company has been using for their new products.
Main findings shows that the particular market seems to be relatively promising in upcoming years. While the research determined that their competitors have not played too much in online marketing world, investing more in strategic content marketing plan is suggested to bring competitive advantages for the success of new product to Finnish market.
The theoretical framework defines the important method PEST to analyse the company’s macro-environment, and SWOT to know which external and internal factors affecting to the business. The customer's behaviour in Finnish market is an application of a theory of Jim Riley regarding decision-making process of customer. The concerned product is studied with a theory of Marketing Mix while the marketing plan is mainly focus on content marketing theory.
The empirical part of the thesis was based on a qualitative interview with the experts who have experience and obtain the main role in sale process of CubiCasa. The basic purpose of the research was to learn about the current situation of sales as well as the marketing method the company has been using for their new products.
Main findings shows that the particular market seems to be relatively promising in upcoming years. While the research determined that their competitors have not played too much in online marketing world, investing more in strategic content marketing plan is suggested to bring competitive advantages for the success of new product to Finnish market.