Developing a Strategic Marketing Plan in the French Market : Case: A Chinese company in the French Stevia Market
Chen, Yuren (2011)
Chen, Yuren
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011122219135
https://urn.fi/URN:NBN:fi:amk-2011122219135
Tiivistelmä
ABSTRACT:
ChenYuren 2011. Developing a Strategic Marketing Plan in the French Market. Case: A Chinese company in the French Stevia market. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 54. Appendices 2.
The objective of the thesis is to develop a strategic marketing plan for a Chinese case company in the French Stevia market. The elements of this strategic marketing plan and the analyses of the French Stevia market are the major parts of the thesis. This strategic marketing plan will help the case company to develop its French market.
The thesis uses both qualitative and quantitative methods. Interviews, questionnaires and my personal experience in the case company are the major information sources. The theoretical framework describe the definitions and significances of strategic marketing plan, including internal analysis, market analysis, customer analysis, competitor analysis, SWOT analysis and market objectives. A detailed customer analysis is conducted based on the questionnaires distributed in the Anuga fair.
The result of the thesis is a strategic marketing plan based on the analysis of the case company and the French Stevia company. This strategic marketing plan will be monitored by monitoring and evaluation indicator. Another finding of the study is the characteristics of customer behavior and motivation related to Stevia and other sweeteners.
ChenYuren 2011. Developing a Strategic Marketing Plan in the French Market. Case: A Chinese company in the French Stevia market. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 54. Appendices 2.
The objective of the thesis is to develop a strategic marketing plan for a Chinese case company in the French Stevia market. The elements of this strategic marketing plan and the analyses of the French Stevia market are the major parts of the thesis. This strategic marketing plan will help the case company to develop its French market.
The thesis uses both qualitative and quantitative methods. Interviews, questionnaires and my personal experience in the case company are the major information sources. The theoretical framework describe the definitions and significances of strategic marketing plan, including internal analysis, market analysis, customer analysis, competitor analysis, SWOT analysis and market objectives. A detailed customer analysis is conducted based on the questionnaires distributed in the Anuga fair.
The result of the thesis is a strategic marketing plan based on the analysis of the case company and the French Stevia company. This strategic marketing plan will be monitored by monitoring and evaluation indicator. Another finding of the study is the characteristics of customer behavior and motivation related to Stevia and other sweeteners.