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How to obtain Marketing Advantage for Corporation?: A case study of SuperMap Europe
University of Gävle, Department of Business Administration and Economics.
University of Gävle, Department of Business Administration and Economics.
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

This master’s thesis was carried out at SuperMap.SuparMap is a Chinese company supplying the Geographic Information System (GIS)software and service. It is leading the way in GIS research. The product of SuperMapis called SuperMap GIS applied by lots of government agencies, schools, andorganizations. SuperMap actively gets involved in the market of Japan, Korea,Singapore, Vietnam, India, Kazakhstan, and South Africa. However, in 2008, it hasentered the Sweden market and tries to involve in the whole European market.In European market, the GIS technology is relatively mature and the most marketshares have been taken by ESRI the top GIS software company. SuperMap has toimprove the strategy to make the customers turn to it from the ESRI. According to the4Ps, 4Cs and Brand management theory, SuperMap adopt a series of measures onmarketing.In this article we will analyze those measures referring to the 4Ps, 4Cs and brandmanagement theory. At the end of our thesis, we summarized our suggestions basedon our thesis analyzing.

Place, publisher, year, edition, pages
2009. , p. 34
Keywords [en]
SuperMap Europe, Marketing, Brand Management
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-4523Archive number: E3BA: DiVA 102/09OAI: oai:DiVA.org:hig-4523DiVA, id: diva2:221311
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2009-07-30 Created: 2009-06-03 Last updated: 2009-07-30Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
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