Marketing plan recommendations : case study: company X

Abstract

The purpose of this bachelor’s thesis was to develop effective marketing plan recommendations for the case company within the hospitality industry. This was done by utilizing different marketing strategies by identifying the customers and offering competitive pricing and a unique user experience. By researching different marketing frameworks related to the marketing mix, SWOT, PESTEL and buyer personas and analysing data gathered this thesis provides various recommendations for the marketing plan of company X. The theoretical framework focuses primarily on services marketing while taking into account other serviceable operations and activities concerning the case company. The current market state was analysed to identify meaningful approaches moving forward. Additionally, different segments, targets and positioning within the market were researched and two main target segments and marketing channels were found. Recommendations include the use of several booking channels, improvement of internet and social media marketing. Due to confidentiality reasons, parts of this research are not made public.