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Marketing Plan for launching: MBA-thesis in marketing
University of Gävle, Department of Business Administration and Economics.
2008 (English)Independent thesis Advanced level (degree of Magister), 15 points / 22,5 hpStudent thesis
Abstract [en]

Aim: To conduct Situation and Competitor analysis for “Solution X” in the potential markets of “Company A”, set the marketing strategies and design the controls plan.

Method: The market planning process is followed generally to design the marketing plan. Internal & External Market Research based on primary and secondary data, SWOT, 4Ps, PEST, Porter’s Five Forces in Competition & Kotler’s four levels of competition are used for Situation & Competition Analysis. To set marketing strategies, Boston matrix, Ansoff’s model, CRM, Porters three basic strategies, 4Ps, 7Ps, 4Cs, SMART Criteria, Product Life Cycle and Kotler & Keller’s eight steps of communication Model are used. Implementation and control plans are designed by reflecting on the results of the analysis.

Result & Conclusions: A marketing plan that is used in the Business Unit of “Company A” to launch the “Solution X” in the market. Since the marketing activities suggested in this work have been implemented successfully, the conclusion is that the analysis and assumptions made in this report are on track.

Suggestions for future research: Research can be conducted on the market possibilities outside EU for “Solution X” or other solutions in this area.

Contribution of the thesis: The conducted study has contributed to the “Company A” with new insights into the marketing activities like the importance of internal communication in the success of marketing. This study made it easy to launch “Solution X” in the market.

Place, publisher, year, edition, pages
2008. , 49 p.
Keyword [en]
“Company A”, “Solution X”, “EU-Directive”, “Customer”, “analysis”, “Marketing Plan”
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-337Archive number: E3BA: DiVA 017/08OAI: oai:DiVA.org:hig-337DiVA: diva2:119889
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-02-21 Created: 2008-02-21

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Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf