How can the company improve its marketing to attract potential customers and retain current clients?

Howard, Joanne (2015) How can the company improve its marketing to attract potential customers and retain current clients? Other thesis, University of Bolton.

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MBA7017 1207614 Dissertation May 2015.pdf

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Abstract

The following dissertation is based upon the marketing issues faced by Cooper Car and Commercial Vehicle Painters which is a small limited company established in September 2012, the issues are highlighted throughout chapter 1. The literature review in chapter 2 illustrates the common themes throughout SMEs and their ability to market effectively. These include the lack of resources available from both a skill set and financial perspective to the added advantage of flexibility afforded SMEs in the business world today. The authors included relate specifically to SME and marketing consequentially developing the hypotheses that clarifies the theoretical background of the report and how it influences the SME performance. This then directs the formulation of the hypotheses in this paper and the conceptual framework adapted on which the research is based. Chapter 3 presents the methodology used to collect and analyse the data in detail in order to justify the research design framework. In chapter 4 the findings are presented sequentially following the structure presented in the conceptual framework and then by research method for each of the 3 objectives. The conclusion demonstrates the commonality between the themes uncovered in the literature review and those facing Cooper Car and Commercial Vehicle Painters. The final section of the report discusses the implication of the findings to the business, highlights the limitations of the study and provides recommendations on the way forward with limited resources available. This is then collated into an implementation plan based upon a strategy within the means of the business with contingencies planned for accordingly.

Item Type: Thesis (Other)
Additional Information: Submitted in partial fulfilment of the requirements of The University of Bolton for the degree of Master of Business Administration
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Bolton Business School > Business
University of Bolton theses > University of Bolton theses - Business
Depositing User: Sarah Taylor
Date Deposited: 17 Aug 2015 13:34
Last Modified: 01 Jul 2016 09:14
URI: http://ubir.bolton.ac.uk/id/eprint/724

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