The Art of Marketing: Communicating Customer Value More Efficiently : _Art Dealers
Gizatullina, Ralina (2017)
Gizatullina, Ralina
Hämeen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017111817302
https://urn.fi/URN:NBN:fi:amk-2017111817302
Tiivistelmä
This thesis aimed to provide customer value communication solutions for the start-up company Art Dealers, operating in Mexico. The study looked at the ways to improve the efficiency of such communication. First, it involved building a theoretical base for the research, then researching and analyzing the internal and external business environment affecting the company, and finally making corresponding recommendations. The data presented in this thesis was collected using various methods like desk research (studies, statistics, articles, books, etc.), customer surveys, observations and interviewing, and analyzed using SWOT, PEST and the Porter’s Five Forces analyses. Moreover, during the whole process, the author had full access to the case company’s social media profiles and statistics, which helped to keep track of the company’s KPIs and compare them to those of competitors.
The recommendations included suggestions for the case company based on the found and analyzed information. These suggestions consist of two parts: a defined two-month promotion strategy combining both traditional and online elements, as well as the content of the message the company should use to achieve the “top-of-mind” level of brand awareness.
The final chapter contains conclusions that were drawn based on the work done in order to reach the research objective.
The recommendations included suggestions for the case company based on the found and analyzed information. These suggestions consist of two parts: a defined two-month promotion strategy combining both traditional and online elements, as well as the content of the message the company should use to achieve the “top-of-mind” level of brand awareness.
The final chapter contains conclusions that were drawn based on the work done in order to reach the research objective.