Marketing plan for a High-Tech Product
Berestova, Alexandra (2015)
Metropolia Ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505127623
https://urn.fi/URN:NBN:fi:amk-201505127623
Tiivistelmä
The purpose of this study was to prepare a market analysis for a start-up company in the area of High-Tech and mobile applications market. The outcome of the research was a marketing plan and business recommendations for the case company.
The research process included action research, interviews with the representatives of the case company and direct observations. The action research included selection of a focus, clarifying theories, identifying research question, then collecting and analysing the data, and finally completing the marketing plan and drawing the conclusions. The interviews were con-ducted at the beginning of the thesis process and took a form of discussions with the start-up idea owners.
The business idea of the case company was to combine the mobile application business and environmental consciousness among private users. The major findings and observations in the field revealed that the mobile applications business is blooming and the corresponding market is growing, as well as peoples' awareness of the environmental issues is growing. When it comes to the environmental aspects, people have more trust to the information shared by private individuals and people like themselves, rather than authorities and bigger commercial organizations, especially those involved in the construction business. Thus, the research results were showing favourable situation and a good business potential for the case company, willing to combine mobile application and environmental issues.
For the marketing strategy, the author recommends to focus on entering the market with own service offer, in order to create visibility, build the brand image and attract the customers, with further keeping them on using the service. It is recommended to launch the major service (free for the end users) along with additional features, which customers can buy for a separate fee. Finally, 95% of customer satisfaction in service rating should be aimed at and expanding to the international market (Baltic states and Northern Europe for the beginning) later on.
For the future steps the author recommends to prepare a budgeting plan and a 1st year implementation program, since those were left out from the current research. For the long-term planning, it is recommended to evaluate the results of the 1st year operations, so that the marketing strategy could be corrected accordingly.
The research process included action research, interviews with the representatives of the case company and direct observations. The action research included selection of a focus, clarifying theories, identifying research question, then collecting and analysing the data, and finally completing the marketing plan and drawing the conclusions. The interviews were con-ducted at the beginning of the thesis process and took a form of discussions with the start-up idea owners.
The business idea of the case company was to combine the mobile application business and environmental consciousness among private users. The major findings and observations in the field revealed that the mobile applications business is blooming and the corresponding market is growing, as well as peoples' awareness of the environmental issues is growing. When it comes to the environmental aspects, people have more trust to the information shared by private individuals and people like themselves, rather than authorities and bigger commercial organizations, especially those involved in the construction business. Thus, the research results were showing favourable situation and a good business potential for the case company, willing to combine mobile application and environmental issues.
For the marketing strategy, the author recommends to focus on entering the market with own service offer, in order to create visibility, build the brand image and attract the customers, with further keeping them on using the service. It is recommended to launch the major service (free for the end users) along with additional features, which customers can buy for a separate fee. Finally, 95% of customer satisfaction in service rating should be aimed at and expanding to the international market (Baltic states and Northern Europe for the beginning) later on.
For the future steps the author recommends to prepare a budgeting plan and a 1st year implementation program, since those were left out from the current research. For the long-term planning, it is recommended to evaluate the results of the 1st year operations, so that the marketing strategy could be corrected accordingly.