Marketing plan for a web shop business

Bachelor thesis English OPEN
Koskivaara, Leonilla (2014)
  • Publisher: Laurea-ammattikorkeakoulu
  • Subject: marketing

Internet has changed the buying behavior of consumers during the past years and companies need to adapt to the changes. Web shop business is an important sales channel of today’s companies. Advantages of a web shop business include cost effectiveness and potential to do business globally. Challenges of a web shop business include search engine optimization and running both, a retail store and a web shop at the same time. Social media has become an important marketing channel and has become an important way to reach the potential customers, as well as interacting with them. Businesses today need to recognize the most suitable social media channels for their business and produce the right kind of content for their target audience. The aim of this thesis project was to create a marketing plan for a starting web shop busi-ness. The project started by finding theoretical background about web shop business, digital and social media marketing. A market analysis was made based on secondary data collected from books and internet sources. The marketing plan was created based on the most potential marketing channels for a web shop business among the target group. Chosen marketing mix was based on McCarthy’s 4 Ps: product, price, place and promotion. The 4P model was chosen because of its simplicity and because it had all the aspects needed for small business marketing plan. The marketing plan is designed to suit today’s social media marketing channels and needs to be updated on a regular basis, since the potential customers might move from one channel to another.
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