Developing a marketing process and strategy : Case Macecraft Software
Peltonen, Veera (2014)
Lapin ammattikorkeakoulu
2014
Creative Commons Attribution 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014062013175
https://urn.fi/URN:NBN:fi:amk-2014062013175
Tiivistelmä
The objective of the thesis is a development of a marketing process and strategy for a case company. The research focuses on analyzing the changing situation of a micro online company by comparing the case company’s way of conducting business with theory and contrasting on the ways of how other innovative companies conduct business. The objective is to create a new way of managing the business by introducing
a new marketing process and strategy. The case company is a family owned micro company; Macecraft Software The case company's headquarters are located in Pori, Finland. The new products focus on improving computer work.
The research method is a qualitative case study. The Theoretical framework was created and data was collected by drawing from literature reviews and online materials. The theory focuses on the strategy and business environment. The case company does not have staff with marketing experience in house and has not used specific marketing processes or strategies in the past.
The empirical data was collected mainly during the time when the author worked for the case company. An industry expert was interviewed to gain understanding of the current state of the ICT industry. The structure of the thesis is a holistic case study, where the theory is interlinked with the practice. The marketing process and strategy are created upon the results of the research.
This research confirms the case company’s current situation to be dire. The case company’s new business environment is found to be in the contemporary business by this research. The market segment for the new products is concluded to be in the work well-being as the products can be used to improve work environment. The target market area is divided into two areas. The first target group is the entire online world and the second target group is the US and Europe. The marketing strategy table was created for the case company to be used to follow the marketing process and strategy. The case company benefits from the research by receiving marketing process, strategy and marketing message. The case company is now aware of the new business environment and has the tools to become a success story.
a new marketing process and strategy. The case company is a family owned micro company; Macecraft Software The case company's headquarters are located in Pori, Finland. The new products focus on improving computer work.
The research method is a qualitative case study. The Theoretical framework was created and data was collected by drawing from literature reviews and online materials. The theory focuses on the strategy and business environment. The case company does not have staff with marketing experience in house and has not used specific marketing processes or strategies in the past.
The empirical data was collected mainly during the time when the author worked for the case company. An industry expert was interviewed to gain understanding of the current state of the ICT industry. The structure of the thesis is a holistic case study, where the theory is interlinked with the practice. The marketing process and strategy are created upon the results of the research.
This research confirms the case company’s current situation to be dire. The case company’s new business environment is found to be in the contemporary business by this research. The market segment for the new products is concluded to be in the work well-being as the products can be used to improve work environment. The target market area is divided into two areas. The first target group is the entire online world and the second target group is the US and Europe. The marketing strategy table was created for the case company to be used to follow the marketing process and strategy. The case company benefits from the research by receiving marketing process, strategy and marketing message. The case company is now aware of the new business environment and has the tools to become a success story.