How can Eventfrog AG engage medium-sized event organizers?

Abstract

The main target group consists of smaller and less professional event organizers who are price-sensitive and might not want to work with more traditional providers, yet still want to offer a professional service to their customers. With an evolving product offering and continuous growth over the past years, the company is looking to reach new customer segments. Due to that, the question addressed in the thesis is how the firm can encourage larger event organizers to use their service offering and increase market penetration in this segment.