Thesis on guerilla marketing
Thesis on guerilla marketing
Although, word of mouth is one of the strongest benefits that it generates, some mentioned that it is still not a guarantee that it will lead into sales and numbers. Secondly, small enterprises shall concentrate on linking business relationships and cooperate with other valuable businesses, to increase recommendation and recognition. Levinson points out three different approaches, firstly, that customers are increasingly attracted by small enterprises and furthermore that these businesses can use guerrilla marketing more effectively because of its size, organisational structure and niche market presence; guerrilla marketing is flexible, inexpensive and simple to implement into SMEs. Guerrilla marketing tactics concentrate on a particular market segment, which makes it more appropriate to design specific operations to reach the target market or target audience. The next paragraph is concerned with the term SME small and medium-sized enterprise , followed by an analysis of the relevance to apply guerrilla marketing strategies. The next paragraph is focused on the strategies of guerrilla marketing and their literally definition. To assure a quick response on market chances, the percentage of personnel must kept marginally. The second part focuses on the conduction of the survey which has been carried out in order to underline this research with qualitative and quantitative findings. Some concerns about the costs it incurs were found, however all of the organisations agreed that guerrilla marketing is considered as a cost-effective strategy. Especially small organisations in the business world, compared as guerrilla units, draw parallels to modern marketing activities by using the intelligence of guerrilla warfare. A more in-depth analysis of an SME is given at point 2. This strategic decision, mostly executed by small organisation with a limited resource arsenal, tries to gain customer awareness and to improve the business image. The competitor is seen as the enemy and the market share refers to the battleground. Guerrilla marketing strategies are legal attacks targeted on the competitors, focusing on small market segments, e.
It is particular relevant for a small company to apply a differentiated set of promotional methods to diversify itself from competition, but guerrilla marketing is also becoming more adopted by large enterprises. Guerrilla approaches are mostly inexpensive and simple to implement and execute, with a focus on innovative actions to communicate with the audiences.
To eliminate unprofitable fields of activity can therefore be a benefit for small companies because they are able to channel their resources on more potential market segments, in which larger competitors need more time to enter.
The relevance for an SME to interact strategically online, by using guerrilla strategies combined with a selection of guerrilla campaign examples, concludes the literature review for this dissertation.
Guerrilla marketing questionnaire
In modern warfare a shift to unconventional and low-visibility operations can be identified. The strategy is created to obtain objectives like market share or key customer from the targeted competitor. They point out three major approaches for a successful guerrilla marketing: - SMEs have to identify the market and find a market segment that is small enough to defend; a niche market is a good basic position for an organisation that narrows down their specific market segment by using their own resources to compete against a company with even more intensive resources. The guerrilla marketing benefits and principles, according to the above mentioned authors are mostly focused on the adoption of SMEs, although large enterprises also use approaches of guerrilla marketing to penetrate the market and create awareness through differentiated advertising. The purpose of this study is to identify how relevant this approach is to guerrilla entrepreneurs in small organisations, regarding profitability and flexibility in respect of strategy execution. This unconventional form of promotion was applied to places of high traffic, e. Guerrilla businesses are focused on crowded places where they can spread the messages or appear surprisingly. The next paragraph is concerned with the term SME small and medium-sized enterprise , followed by an analysis of the relevance to apply guerrilla marketing strategies. Managerial implications and a cost-efficiency discussion is also included to help define a starting point for future research. The competitor is seen as the enemy and the market share refers to the battleground. This dissertation aims to give the reader a complementary insight of guerrilla marketing and investigates its relevance for a small and medium-sized enterprise SME in terms of generating profit. Thirdly, applying the internet as a device of marketing tool on a specific market segment instead of in-depth diversifying their services. The first section of this dissertation is concerned with the literal meaning and theory of guerrilla marketing, and its suitability for small and medium-scaled organisations. Depth interviews done with organisations that are implementing such strategies have provided a better understanding of the local industry. Defending the market position by scanning constantly the potential attackers and their alliances market research to highlight their weaknesses, is an essential principle.
Especially small organisations in the business world, compared as guerrilla units, draw parallels to modern marketing activities by using the intelligence of guerrilla warfare. Launch the attack on as narrow a front as possible.
The strategy is created to obtain objectives like market share or key customer from the targeted competitor.
Guerrilla marketing strategies are legal attacks targeted on the competitors, focusing on small market segments, e. Guerrilla marketing tactics concentrate on a particular market segment, which makes it more appropriate to design specific operations to reach the target market or target audience.
The organisation, which is in the defending position, has to defend all of their barriers markets ; therefore, an attacking business can concentrate their power at a simple place product or niche market.
Businesses strategically consider their role in the growing market of competition and therefore are trying to create tactics to achieve substantial advantages, to battle their rivals successfully.
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