Analysing marketing activity of PersonalPrint Ltd.

Kassai Noémi (2021) Analysing marketing activity of PersonalPrint Ltd. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This dissertation is based on the analysis of PersonalPrint Ltd., a small family business in Hungary. The analysis examines the company from a marketing perspective and looking for the answer to how the postal money order, as the main product of the company, could be promoted. The literature section provides an accurate picture of B2B marketing, including a comparison with the features of B2C marketing. The characteristics of B2B market products are examined step by step in order to demonstrate, that PersonalPrint Ltd.'s main product is likewise an industrial product and related to the B2B market, and a specific marketing approach must be applied to this. This paper serves as a kind of guide for PersonalPrint Ltd., as the company gets an accurate analysis of itself in eight steps. The characteristics of the company are presented based on the SWOT analysis in order to define new goals and directions; the specifics of the product, illustrating exactly which data the company is responsible for printing. In addition, the company's customers, competitors, suppliers, price strategy and sales and distribution channel, as well as the related problem areas and related solutions are presented. By the end, as an eighth step, the recommended promotion channel will be determined. The research question that arises in the dissertation is the following: How marketable is PersonalPrint Ltd.'s main product, the postal money order and what promotional channel could be used to advertise it? At the end of the dissertation, the results of the secondary and primary research are described and the research question is answered.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	B2B marketing, direct marketing, family business, industrial marketing, Small business
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 08. 09:07
Utolsó módosítás:	2022. Már. 08. 09:07

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