Marketing plan : Case company: Standard
Iarusov, Ilia; Nasir, Sheryar (2018)
Iarusov, Ilia
Nasir, Sheryar
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120420036
https://urn.fi/URN:NBN:fi:amk-2018120420036
Tiivistelmä
The thesis is made for event organizing company called Standard. Standard was launched in 2006 with original name “LAOS” and its members are currently focused on organizing Drum and Bass music events and shows. The company does not have significant business or marketing background therefore marketing plan was suggested and approved as a topic.
The main objective of the thesis is to create a marketing plan that company will be able to apply both for short and long terms. The marketing plan itself is focused on increasing the number of visitors, improving social media situation and gaining social media interaction with the audience. Due to Standard’s budget, marketing plan is small budget oriented and includes methods requiring minimum investment.
The thesis includes four main parts: Introduction, Theoretical framework, Empirical part and Discussion. Introduction presents basic information about thesis, main objectives and company’s outlook. Following the theoretical part, which opens up concepts of marketing and event marketing, fragments of marketing plan such as background situation, opportunities and options, objectives, strategies and marketing mix. The chapter includes SOSTAC model as authors used it as a main structure when creating the marketing plan. Digital marketing is the last step of the theoretical framework and includes information about Internet and Social Media Marketing.
Empirical part tells about the project planning and implementation while discussing
leads to the results of the thesis and its conclusion.
The product, which is a marketing plan itself is attached as an appendix to the thesis and presents SOSTAC planning model and Digital Marketing analysis and suggestions. Marketing plan includes discussions regarding Situation Analysis, Objectives, Strategies, Tactics, Action and Control (of actions) of the company. For better convenience, Tactics and Actions are merged together.
The main objective of the thesis is to create a marketing plan that company will be able to apply both for short and long terms. The marketing plan itself is focused on increasing the number of visitors, improving social media situation and gaining social media interaction with the audience. Due to Standard’s budget, marketing plan is small budget oriented and includes methods requiring minimum investment.
The thesis includes four main parts: Introduction, Theoretical framework, Empirical part and Discussion. Introduction presents basic information about thesis, main objectives and company’s outlook. Following the theoretical part, which opens up concepts of marketing and event marketing, fragments of marketing plan such as background situation, opportunities and options, objectives, strategies and marketing mix. The chapter includes SOSTAC model as authors used it as a main structure when creating the marketing plan. Digital marketing is the last step of the theoretical framework and includes information about Internet and Social Media Marketing.
Empirical part tells about the project planning and implementation while discussing
leads to the results of the thesis and its conclusion.
The product, which is a marketing plan itself is attached as an appendix to the thesis and presents SOSTAC planning model and Digital Marketing analysis and suggestions. Marketing plan includes discussions regarding Situation Analysis, Objectives, Strategies, Tactics, Action and Control (of actions) of the company. For better convenience, Tactics and Actions are merged together.