How to successfully translate a retailer’s coffee strategy into performance-oriented communication channels
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Authors
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Publication date
2019
Typ of student thesis
Bachelor
Course of study
Collections
Type
11 - Student thesis
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Hochschule für Wirtschaft FHNW
Place of publication / Event location
Brugg-Windisch
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Assignee
Practice partner / Client
Tchibo (Schweiz) AG, Wallisellen
Abstract
To reach this objective, the responsible e-commerce team possesses various communication channels with which coffee products may be promoted in accordance with the coffee strategy defined by the marketing department. Although the strategy is already given, it does not include specific directives for the use of all communication channels. Therefore, an adaption of the planning is required to ensure a coherent overall communication and to attain the initial goal of increased online sales of coffee products.
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English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
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Review
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Citation
Jurcevic, S. (2019). How to successfully translate a retailer’s coffee strategy into performance-oriented communication channels [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/40738