Online marketing plan proposal : Promotion of Microfinance Software Application to Nigeria
Boldosova, Valeriia (2012)
Boldosova, Valeriia
Mikkelin ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012111915613
https://urn.fi/URN:NBN:fi:amk-2012111915613
Tiivistelmä
Every company faces a time when there is a need to develop a marketing plan, which consists of determined goals and objectives, analysis of current situation, forecast planning and other relevant elements. In order to stay competitive and gain competitive advantage, companies seek for other marketing opportunities aside from traditional marketing. The era of technology has facilitated internet marketing development and opened the door of marketing opportunities.
The main objective of this study was to create an online marketing plan for Microfinance Software Application targeted on Sub-Saharan Africa, especially the Nigerian market. The study was created originally upon a request by Maviance GmbH, a German consulting and software development company, which has developed the product. The Nigerian market provides a lot of opportunities to service providers and ьicrofinance institutions regarding its economical and technological environment, and thus is the main target market for the Microfinance Software Application.
Collected primary data from companies in related industries from Russia, Asia, North/Central/South America and Africa was used as a basis for online marketing plan. The qualitative research method was applied and seven interviews were conducted via email and Skype. The interview results reflect the fact that companies use online marketing tools in order to promote products. An outcome is actual marketing plan proposal for the Microfinance Software Application, specifying online channels worth of penetrating, actions needed to be done, implementation costs and required human skills.
The thesis outcome has many empirical implications and may be deployed in practice by any company integrating in online marketing. The thesis fulfilled its purpose and gives a clear image as well as an example of online marketing. Several recommendations and suggestions for the further application
and research can be found in discussions chapter.
The main objective of this study was to create an online marketing plan for Microfinance Software Application targeted on Sub-Saharan Africa, especially the Nigerian market. The study was created originally upon a request by Maviance GmbH, a German consulting and software development company, which has developed the product. The Nigerian market provides a lot of opportunities to service providers and ьicrofinance institutions regarding its economical and technological environment, and thus is the main target market for the Microfinance Software Application.
Collected primary data from companies in related industries from Russia, Asia, North/Central/South America and Africa was used as a basis for online marketing plan. The qualitative research method was applied and seven interviews were conducted via email and Skype. The interview results reflect the fact that companies use online marketing tools in order to promote products. An outcome is actual marketing plan proposal for the Microfinance Software Application, specifying online channels worth of penetrating, actions needed to be done, implementation costs and required human skills.
The thesis outcome has many empirical implications and may be deployed in practice by any company integrating in online marketing. The thesis fulfilled its purpose and gives a clear image as well as an example of online marketing. Several recommendations and suggestions for the further application
and research can be found in discussions chapter.