A Marketing Plan for a B2B Handmade Paper Product. A Case Study of MatriCraft
Sitaula, Bimal Raj; Upadhaya, Saroj (2015)
Sitaula, Bimal Raj
Upadhaya, Saroj
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505229637
https://urn.fi/URN:NBN:fi:amk-201505229637
Tiivistelmä
The art of producing handmade Nepali paper is a traditional art which was originally used by the Lama Buddhists for scribing the Buddhist manuscripts. With time the government offices of Nepal started to use it for official purposes and now this art has grown into a modern business and paper is now produced for different products such as bags, envelopes, diaries, cards and many other fashionable items. The case company of this thesis ‘Matricraft’ is a manufacturing company of Nepali handmade paper products. The main purpose of this thesis is to develop a marketing plan for the case company in order to reach the customers and gain a competitive edge over the competitors on the basis of the marketing plan.
The theoretical knowledge base of the thesis includes theory on creating a marketing plan, internal analysis, external analysis, SWOT analysis, segmentation, targeting, positioning and the 4 P s of the marketing mix. The theory is chosen to support the development of a marketing plan that will help the company to gain a competitive advantage.
Qualitative research methods were used in this study. The data collection methods included interviews, observation and the internet. An interview was conducted with the three owners of the company which is the major source of information. The questions were prepared with the help of theoretical knowledge. A literature review of print and online sources was also conducted.
The study of this thesis was made for two purposes: firstly, to analyze the company situation internally as well as externally, and secondly is to develop a marketing plan for the case company. The authors achieved these purposes through the theoretical knowledge and then the research process and finally through the empirical analysis.
The theoretical knowledge base of the thesis includes theory on creating a marketing plan, internal analysis, external analysis, SWOT analysis, segmentation, targeting, positioning and the 4 P s of the marketing mix. The theory is chosen to support the development of a marketing plan that will help the company to gain a competitive advantage.
Qualitative research methods were used in this study. The data collection methods included interviews, observation and the internet. An interview was conducted with the three owners of the company which is the major source of information. The questions were prepared with the help of theoretical knowledge. A literature review of print and online sources was also conducted.
The study of this thesis was made for two purposes: firstly, to analyze the company situation internally as well as externally, and secondly is to develop a marketing plan for the case company. The authors achieved these purposes through the theoretical knowledge and then the research process and finally through the empirical analysis.