<p>The importance and necessity of a Strategic Marketing Plan for SafeTool has been well recognized.Actions are to be undertaken internally to match the external needs of the customers.</p><p>An approach based on customer satisfaction and on identifying customers’ patterns is proposed in the thesis to better project the companies’ competitive advantages and respond to customers’ preferences.A detailed Marketing Plan is suggested and reinforced with an actionable plan for 2007/2008.</p><p>Through its execution, we aim at repositioning SafeTool through the delivery of the central value proposition based on three cornerstones: Efficiency, Cost reduction and Social responsibility. This Marketing plan will help build a Marketing Culture in SafeTool and a recognizable brand identity through the different tactics suggested in this report.</p>

The importance and necessity of a Strategic Marketing Plan for SafeTool has been well recognized.Actions are to be undertaken internally to match the external needs of the customers. An approach based on customer satisfaction and on identifying customers’ patterns is proposed in the thesis to better project the companies’ competitive advantages and respond to customers’ preferences.A detailed Marketing Plan is suggested and reinforced with an actionable plan for 2007/2008. Through its execution, we aim at repositioning SafeTool through the delivery of the central value proposition based on three cornerstones: Efficiency, Cost reduction and Social responsibility. This Marketing plan will help build a Marketing Culture in SafeTool and a recognizable brand identity through the different tactics suggested in this report.

Today’s climate issues such as increasing temperatures and extreme change in weather pattern are one of the greatest threats. Therefore there is a united agreement that something needs to be done for reducing the causes of global warming and climate change. Businesses have accepted the fact that they need to take some actions so that they can help, although still some think that environmental solutions are time consuming and costly. (Shah, 2015) Realizing the climate issues and the fact that greenhouse gases remain in the atmosphere for a long time, Sweden started an environmental protection agency in 1967. Since then Sweden has a strong reputation as one of leaders and environmental pioneer worldwide. The government provides various opportunities for environmentally friendly technologies developments within the country and abroad. (Sweden.se, 2016) The case company is one of high technology Swedish companies that are trying to provide air treatment solutions for industries. They mostly work within food frying factories, waste handling and biogas industries. Their solution is highly beneficial technologically as it reduce industrial pollution as well as transferring the heat and purified water from the recovery process back to the system. Consequently they help companies to save costs through low energy consumption and to be environmentally friendly. However, due to economical globalization and other competitors, especially in Sweden, their high technology is not a guarantee for financial and competitive advantages. Marketing strategy and strategic marketing plan is the necessity for their success in the market within Sweden and internationally. This paper is the fundamental base in strategic planning of marketing by analyzing the current situation of company in the market through SWOT (Strength, Weakness, Opportunity, Threat) analysis. Through SWOT analysis I have highlighted the strength points which the case company needs to focus on when introducing their product to customers and compete with the competitors. On the other hand the weaknesses were also analyzed and I have came up with a few suggestions that might help in this case in order to take advantage from their opportunities to improve weaknesses. The result of SWOT analysis clear that their products have a great opportunity in the market due to the high technology they have and they need to have better marketing strategy to introduce their technology and capability to the market.

<p><strong>Aim:</strong> During the second quarter of 2008, e-commerce increased with 21,1% compared to the same period 2007. The most popular products were books, cd’s, clothes and electronics. The reason why the turnover kept increasing for e-commerce while the traditional market was facing an unstable period was the new solutions possible on the web. Because of this structural change regarding e-commerce I found it an interesting case for a thesis. The subject for this study was a small company providing socks through the web, www.Onepair.se. The overall aim was to develop a marketing plan for the company. Research questions that are part of this aim are listed below.</p><p> </p><ul><li>Investigate the consumer’s opinion about the company and the product. </li><li>Study the distribution channel, e-commerce.</li><li>Analyse the product and the competitive situation.</li></ul><p> </p><p> </p><p><strong>Method:</strong> Most of the information is primary data from an interview with the founder of Onepair and from a survey with potential customers. Information from personal interview with the founder is qualitative whereas information from the questionnaire is qualitative and quantitative (numeric). There are also secondary data collected from the web and articles/literature.</p><p> </p><p><strong>Result & Conclusions: </strong>Onepair mentioned quality, price and service as key features for the product. In the survey performed among potential customers, 49% of the participants thought that price was more important than both quality and design when buying socks. 33% thought that quality was most important whereas 18% put the design as the most important. Regarding the price for socks at onepair.se, 69% out of 161 participants thought the price was acceptable and 21% thought it was in the lower region. The competitor analysis showed that the price for socks from Onepair was well within the span comparing with competitors. With this information together, I think that the prices could be slightly higher. Quality is as mentioned above difficult to analyse for this product as the usage is different from person to person. As long as the price could be kept at a reasonable level I think it is worth to put some extra effort on quality. The reputation of having “bad-quality-socks” may be difficult to get rid of.</p><p> </p><p>Even though quality of the service at Onepair was not measured, their intension of delivery within 24 hours showed to be added value for the customer according to an e-barometer performed by Posten and HUI (Handelns utredningsinstitut). Among 1000 respondents in the “e-barometer”, 66% thought that a fast delivery was most important regarding the delivery when using e-commerce.</p><p>The distribution channel Onepair has chosen seems to be right if looking at trends from the “e-barometer”.  As much as 81% of 1000 consumers thought they would use e-commerce within the coming six months. The same trend was shown in the survey used in this study where 79% of 161 consumers said they would use e-commerce.</p><p> </p><p>If comparing Onepair with competitors, the company is not outstanding concerning any of the features discussed. One way they have differentiated themselves is by selling only socks. Many of the competitors are selling underwear and other clothes as well. Another feature that may attract customers is the combination of a reasonable price with a wide assortment. To be more differentiated I think there is a need for more marketing.</p>

Aim: During the second quarter of 2008, e-commerce increased with 21,1% compared to the same period 2007. The most popular products were books, cd’s, clothes and electronics. The reason why the turnover kept increasing for e-commerce while the traditional market was facing an unstable period was the new solutions possible on the web. Because of this structural change regarding e-commerce I found it an interesting case for a thesis. The subject for this study was a small company providing socks through the web, www.Onepair.se. The overall aim was to develop a marketing plan for the company. Research questions that are part of this aim are listed below.   Investigate the consumer’s opinion about the company and the product. Study the distribution channel, e-commerce. Analyse the product and the competitive situation.     Method: Most of the information is primary data from an interview with the founder of Onepair and from a survey with potential customers. Information from personal interview with the founder is qualitative whereas information from the questionnaire is qualitative and quantitative (numeric). There are also secondary data collected from the web and articles/literature.   Result &amp; Conclusions: Onepair mentioned quality, price and service as key features for the product. In the survey performed among potential customers, 49% of the participants thought that price was more important than both quality and design when buying socks. 33% thought that quality was most important whereas 18% put the design as the most important. Regarding the price for socks at onepair.se, 69% out of 161 participants thought the price was acceptable and 21% thought it was in the lower region. The competitor analysis showed that the price for socks from Onepair was well within the span comparing with competitors. With this information together, I think that the prices could be slightly higher. Quality is as mentioned above difficult to analyse for this product as the usage is different from person to person. As long as the price could be kept at a reasonable level I think it is worth to put some extra effort on quality. The reputation of having “bad-quality-socks” may be difficult to get rid of.   Even though quality of the service at Onepair was not measured, their intension of delivery within 24 hours showed to be added value for the customer according to an e-barometer performed by Posten and HUI (Handelns utredningsinstitut). Among 1000 respondents in the “e-barometer”, 66% thought that a fast delivery was most important regarding the delivery when using e-commerce. The distribution channel Onepair has chosen seems to be right if looking at trends from the “e-barometer”.  As much as 81% of 1000 consumers thought they would use e-commerce within the coming six months. The same trend was shown in the survey used in this study where 79% of 161 consumers said they would use e-commerce.   If comparing Onepair with competitors, the company is not outstanding concerning any of the features discussed. One way they have differentiated themselves is by selling only socks. Many of the competitors are selling underwear and other clothes as well. Another feature that may attract customers is the combination of a reasonable price with a wide assortment. To be more differentiated I think there is a need for more marketing.

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The diploma thesis named Marketing in Development focuses on the compilation of a marketing plan for a development project. This plan is based on the set of fundamental rules relating to development and the particular phases of a development process. A marketing survey is another important starting point and issue. The plan itself is aimed at developing a fictitious office project in Prague. It also contains some practical suggestions on how to apply some marketing tools in practice and, moreover, it points out their importance. The overall marketing plan might therefore be used as guidelines for making similar marketing plans for the development of office projects.

This thesis is focused on creating marketing plan for the emerging company that plans to enter the market. The company is engaged in the provision of comprehensive wedding services through a web portal. The theoretical part is a basic on description of the marketing plan, modalities and definitions related to the emerging company. Practical part is focuses on the evaluation of the data obtained and build a marketing plan.

My diploma work goal is to make 2012 marketing plan of OTC brand COMPEED. Based on detailed market analysis marketing and financial targets of the brand were created and so the strategies how to achieve laid down targets. Within strategy brand marketing mix is being explored and based on it positioning was created. In next step I created tactics how to execute strategy and described detailed action plan containing monthly planning of marketing activities in 2012 and their budgets. Activities will be evaluated in P&L. For the first time in history of COMPEED online campaign was included in the plan. Results of online campaign are provided in last chapter of my work. Conclusion of my work is to evaluation of COMPEED brand plan.