B2C mudelil põhinevate iduettevõtete turunduse planeerimise protsess Eestis
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Kuupäev
2021
Kättesaadavus
03.09.2021
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Tänapäeva kiirelt arenevas maailmas on üha enam populaarsust kogumas iduettevõtted, mis
otsivad innovaatilisi lahendusi olemasolevatele või lahendamata probleemidele. Iduettevõte
alustab oma tegevust praktiliselt nullist ning seetõttu on oluline läbikukkumise vältimiseks
teada ja osata ettevõtet turundada. Probleem seisneb iduettevõtete turundamises piiratud
ressursside tingimustes, kus ei ole ette teada vajalikke meetodeid ning on pidevalt vaja püsida
konkurentsis. Käesoleva bakalaureusetöö eesmärk on analüüsida iduettevõtete turunduse
planeerimise protsessi. Uurimistöö metoodikaks oli personaalintervjuude käigus kogutud
esmaste andmete kvalitatiivne analüüs. Selline lähenemine võimaldas saada täpset
teemakohast informatsiooni oma ala spetsialistidelt, mille põhjal oli võimalik teha
arvestatavaid järeldusi iduettevõtete turunduse planeerimise protsessi kohta. Töö tulemusena
selgitati välja, et B2C mudelil põhinevad iduettevõtted peavad turundust vägagi oluliseks.
Ettevõtted lähtuvad turundustegevustes järgmistest põhimõtetest: eelkõige tasuta või
vähekulukate võimaluste kasutamine, klientide väärtustamine, kliendisuhetele
keskendumine, turundustegevuste planeerimine, konkurentide pidev jälgimine. Üldine
eesmärk on saavutada võimalikult vähesega võimalikult head tulemust. Varasemalt ei ole
iduettevõtete turunduse planeerimise protsessi uuritud. Antud tööst on võimalik
jätkuuringuna uurida, kuidas idufirmat turundada nii, et inimesed oleksid võimalikult kaua nii
ettevõttest kui ka selle pakutavast tootest või teenusest huvitatud.
In today's fast-paced world, startups are perceiving more and more popularity, looking for innovative solutions to existing or unresolved problems. A startup company starts from scratch and it is therefore important to know and be able to market the company to avoid failure. The problem is the marketing of startups in a context of limited resources, where the necessary methods are not known in advance, and it is constantly necessary to remain competitive. This bachelor's thesis aims to analyse the marketing planning process of startups. The methodology of the research was a qualitative analysis of the primary data collected during personal interviews. This approach made it possible to obtain accurate relevant information from specialists in their field, based on which it was possible to draw considerable conclusions about the marketing planning process of startups. As a result of the work, it was found out that startups based on the B2C model consider marketing to be very important. Companies value the following principles in their marketing activities: in particular, the use of free or low-cost opportunities, appreciating customers, focusing on customer relationships, planning marketing activities, and constantly monitoring competitors. The overall goal is to achieve the best possible result with as few resources as possible. The marketing planning process for startups has not been studied before. As a follow-up to this work, it is possible to study how to market a startup company in a way that people would be interested in the company as well as in the product or service it offers for as long as possible.
In today's fast-paced world, startups are perceiving more and more popularity, looking for innovative solutions to existing or unresolved problems. A startup company starts from scratch and it is therefore important to know and be able to market the company to avoid failure. The problem is the marketing of startups in a context of limited resources, where the necessary methods are not known in advance, and it is constantly necessary to remain competitive. This bachelor's thesis aims to analyse the marketing planning process of startups. The methodology of the research was a qualitative analysis of the primary data collected during personal interviews. This approach made it possible to obtain accurate relevant information from specialists in their field, based on which it was possible to draw considerable conclusions about the marketing planning process of startups. As a result of the work, it was found out that startups based on the B2C model consider marketing to be very important. Companies value the following principles in their marketing activities: in particular, the use of free or low-cost opportunities, appreciating customers, focusing on customer relationships, planning marketing activities, and constantly monitoring competitors. The overall goal is to achieve the best possible result with as few resources as possible. The marketing planning process for startups has not been studied before. As a follow-up to this work, it is possible to study how to market a startup company in a way that people would be interested in the company as well as in the product or service it offers for as long as possible.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, idufirmad, turundus, B2C mudel, turunduse planeerimine