DEVELOPING A MARKETING COMMUNICATION STRATEGY: A CASE STUDY OF TAJ MEHAL AFRO, AN AFRICAN AND ASIAN GROCERY IN FINLAND. : A CASE STUDY OF TAJ MEHAL AFRO, AN AFRICAN AND ASIAN GROCERY IN FINLAND.
VOVOBU, PETER KWAMI; EJOMBONTEH, ELVIS (2012)
VOVOBU, PETER KWAMI
EJOMBONTEH, ELVIS
Laurea-ammattikorkeakoulu
2012
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012052910530
https://urn.fi/URN:NBN:fi:amk-2012052910530
Tiivistelmä
Laurea University of Applied Sciences Abstract
Laurea Leppävaara
Bachelor’s Degree Programme in Business Management
Ejombonteh, Elvis; Vovobu, Peter Kwami
Developing a marketing communication strategy: a case study of Taj Mehal Afro, an African and Asian grocery in Finland.
Year 2012 Pages 66
The purpose of this study is to make an assessment of the case company in terms of its marketing communication strategy, analyzing and exploring weaknesses and opportunities. On the basis of the findings, a proper marketing communication strategy is developed which will focus on efficient coordination of the customers’ expectations and the case company’s objectives. The core objective of this research is to define the various communication strategies and make recommendations on how these proposals could be applicable. Problems always arise as there is no guarantee of an efficient flow of information from the business to its customers and from customers to the business. Questionnaires were sent to the customers of the case company, which enabled examination of the suggestions and alternative courses being employed.
The study was conducted by reviewing theories associated with marketing communication strategies. Furthermore, personal observations and discussions with managers of the case company were conducted. Literature in electronic form from the internet was reviewed to support the study. The empirical section of this thesis describes the case company and area of specialization and provides general ideas about the products on offer and the wholesale and retail of African and Asian food products.
Quantitative and qualitative study (triangulation) was the form of research methodology adopted for the study. Data collection and examination were conducted on the capabilities of examining the necessary procedure for the development of marketing communication strategy by gathering information via a questionnaire of open-ended questions, and the appropriate responses were evaluated using a statistical package for the social sciences programme, (SPSS).
The results of the research generated diverse findings on the shortfalls in the marketing communication strategy of Taj Mehal Afro. Communication elements including reliability and cost effectiveness played a key role in the profitability and growth of the case company’s brand loyalty.
Key words strategy, communication, marketing, pricing, relationship marketing.
Laurea Leppävaara
Bachelor’s Degree Programme in Business Management
Ejombonteh, Elvis; Vovobu, Peter Kwami
Developing a marketing communication strategy: a case study of Taj Mehal Afro, an African and Asian grocery in Finland.
Year 2012 Pages 66
The purpose of this study is to make an assessment of the case company in terms of its marketing communication strategy, analyzing and exploring weaknesses and opportunities. On the basis of the findings, a proper marketing communication strategy is developed which will focus on efficient coordination of the customers’ expectations and the case company’s objectives. The core objective of this research is to define the various communication strategies and make recommendations on how these proposals could be applicable. Problems always arise as there is no guarantee of an efficient flow of information from the business to its customers and from customers to the business. Questionnaires were sent to the customers of the case company, which enabled examination of the suggestions and alternative courses being employed.
The study was conducted by reviewing theories associated with marketing communication strategies. Furthermore, personal observations and discussions with managers of the case company were conducted. Literature in electronic form from the internet was reviewed to support the study. The empirical section of this thesis describes the case company and area of specialization and provides general ideas about the products on offer and the wholesale and retail of African and Asian food products.
Quantitative and qualitative study (triangulation) was the form of research methodology adopted for the study. Data collection and examination were conducted on the capabilities of examining the necessary procedure for the development of marketing communication strategy by gathering information via a questionnaire of open-ended questions, and the appropriate responses were evaluated using a statistical package for the social sciences programme, (SPSS).
The results of the research generated diverse findings on the shortfalls in the marketing communication strategy of Taj Mehal Afro. Communication elements including reliability and cost effectiveness played a key role in the profitability and growth of the case company’s brand loyalty.
Key words strategy, communication, marketing, pricing, relationship marketing.