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Developing a business plan for costa verde´s expansion to the business-to-consumer market - integrated marketing communications strategy
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| 2.27 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This research paper, “Developing a Business Plan for Costa Verde’s Expansion to the Business to-Consumer Market – Integrated Marketing Communication Strategy”, analyses the Portuguese
porcelain Business-to-Consumer (B2C) market and Costa Verde’s market entry approach. The
primary focus of this report is the development of an Integrated Marketing Communication
Campaign for Costa Verde, to ensure consistency of the message across all relevant channels. The
goal is to firmly establish the brand in the minds of the target audience and achieve the brand
objectives, further defined. Thus, a deep analysis was conducted through both quantitative and
qualitative research to gather relevant insights on consumer preferences and benchmarking
practices. The business plan is expected to allow Costa Verde to witness a turnover increase of
4.8%, reflecting a promising future for the company.
Descrição
Palavras-chave
Business plan B2c Porcelain tableware Marketing Brand management Brand awareness