Marketing plan for AbiliCor Market segmentation, targeting and positioning for AbiliCor in Swiss consulting
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Authors
Author (Corporation)
Publication date
2019
Typ of student thesis
Bachelor
Course of study
Collections
Type
11 - Student thesis
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Editor (Corporation)
Supervisor
Parent work
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DOI of the original publication
Link
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Series number
Volume
Issue / Number
Pages / Duration
Patent number
Publisher / Publishing institution
Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
Edition
Version
Programming language
Assignee
Practice partner / Client
AbiliCor, Olten
Abstract
As a young small consulting firm, also known as a spin-off from FHNW, AbiliCor has been suffering from a lack of labour, which prevents it from developing a proper marketing plan for the potential customers. In order to avoid the direct competition with big opponents such as Accenture, IBM, PwC,... , it is essential that the company should focus on a certain group of end customers and design the suitable marketing programmes to inspire the needs for digital transformation inside them. Having no clue about which target group it should focus on, the company needs to develop a full strategy for market segmentation, targeting and positioning based on market research. At the same time, AbiliCor also needs to build communication channels for its end users respectively.
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Event
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Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Review
Open access category
License
Citation
Dao, A., & Nguyen, N. (2019). Marketing plan for AbiliCor Market segmentation, targeting and positioning for AbiliCor in Swiss consulting [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/40637