Marketing Plan for a SME
Heurman, Mark; Paavola, Johannes (2015)
Heurman, Mark
Paavola, Johannes
Tampereen ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112117068
https://urn.fi/URN:NBN:fi:amk-2015112117068
Tiivistelmä
The aim of this bachelor’s thesis was to create a marketing plan for E.A.T. Tampere, a bike rental and city tour business in Tampere, Finland. Being a decidedly small business, the company has never been able to focus on marketing and has thus not had a structured marketing plan. The objectives for the marketing plan were developed using first-hand information provided by the company and self-conducted research into tours in the Tampere area. The main purpose of the marketing plan was to increase the visibility of the company and provide new perspectives for certain aspects of company operations.
The authors studied marketing and marketing tools broadly to discern which would be the most applicable in the company’s efforts to gain visibility. Budgetary and resource considerations common to small businesses guided the selection process. The marketing plan itself can be found in the appendix of this thesis due to confidentiality considerations.
All of the proposed actions contained in the marketing plan have been designed based on information of the current situation at the time of writing and are subject to change according to the changing marketing environment and prominent trends in the industry. It has been left up to the discretion of the company to choose which aspects of the marketing plan will be utilized to improve visibility in the future.
The authors studied marketing and marketing tools broadly to discern which would be the most applicable in the company’s efforts to gain visibility. Budgetary and resource considerations common to small businesses guided the selection process. The marketing plan itself can be found in the appendix of this thesis due to confidentiality considerations.
All of the proposed actions contained in the marketing plan have been designed based on information of the current situation at the time of writing and are subject to change according to the changing marketing environment and prominent trends in the industry. It has been left up to the discretion of the company to choose which aspects of the marketing plan will be utilized to improve visibility in the future.