Publication
Marketing plan of Company S for 2024
| Summary: | At present, the robotics industry is booming and is dramatically changing the way humans produce and live, injecting strong momentum into economic and social development. Company S has built up a good brand and reputation over the past decade by virtue of its core patented technology, making it one of the leaders in China's robotics industry. However, as domestic and international high-tech companies have become familiar with robotics technology, product development and manufacturing capabilities have become increasingly mature, products have become increasingly homogeneous and competition in the industry has become increasingly fierce. The company's sales continue to rise, but it has been losing money year after year, and the company's marketing strategy needs to be improved. So, the objective of this thesis is design the marketing plan of Company S for 2024. A literature review is presented, as well as the analysis of the macro-environmental of the robotics industry and the internal analysis of the company. Then, the SWOT analysis is used to summarize the strengths, weaknesses, opportunities and threats of Company S. Questionnaires, interviews and data analysis are used as research tools to find out the main problems and their causes. Finally, taking all this analysis and information into consideration, a set of marketing actions are proposed to solve these problems. It is expected that the marketing actions proposed in this thesis can help Company S to reach increase awareness of the industry, attract new customers, increase loyalty and satisfaction of existing customers, increase revenue and thus achieve sustainable expansion and growth of the business. |
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| Main Authors: | Ge Guo |
| Subject: | Robot Plano de marketing -- Marketing plan |
| Year: | 2023 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | open access |
| Associated institution: | ISCTE |
| Language: | English |
| Origin: | Repositório ISCTE |
| Summary: | At present, the robotics industry is booming and is dramatically changing the way humans produce and live, injecting strong momentum into economic and social development. Company S has built up a good brand and reputation over the past decade by virtue of its core patented technology, making it one of the leaders in China's robotics industry. However, as domestic and international high-tech companies have become familiar with robotics technology, product development and manufacturing capabilities have become increasingly mature, products have become increasingly homogeneous and competition in the industry has become increasingly fierce. The company's sales continue to rise, but it has been losing money year after year, and the company's marketing strategy needs to be improved. So, the objective of this thesis is design the marketing plan of Company S for 2024. A literature review is presented, as well as the analysis of the macro-environmental of the robotics industry and the internal analysis of the company. Then, the SWOT analysis is used to summarize the strengths, weaknesses, opportunities and threats of Company S. Questionnaires, interviews and data analysis are used as research tools to find out the main problems and their causes. Finally, taking all this analysis and information into consideration, a set of marketing actions are proposed to solve these problems. It is expected that the marketing actions proposed in this thesis can help Company S to reach increase awareness of the industry, attract new customers, increase loyalty and satisfaction of existing customers, increase revenue and thus achieve sustainable expansion and growth of the business. |
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