Integrated Marketing Essay

22580 Words91 Pages
INTEGRATED MARKETING COMMUNICATION PLAN FOR PENETRATING THE U.S MARKET Cloud computing - Case: Senso Oy LAHTI UNIVERSITY OF APPLIED SCIENCES Degree Programme in International Business Thesis Spring 2012 Nguyen Minh Hoang Lahti University of Applied Sciences Degree Programme in International Business NGUYEN, MINH HOANG: Integrated Marketing Communication Plan for Penetrating the U.S market Cloud computing - Case: Senso Oy Bachelor’s Thesis of Degree Programme in International Business, 84 pages, 9 pages of appendices Spring 2012 ABSTRACT Cloud computing – a hype phrase buzzing around the industry – is believed to be a new emerging computing paradigm that will fundamentally transform the information technological landscape. A fledgling Finnish software enterprise – Senso Oy – is eager to tap into the new trend by penetrating the U.S market in anticipation of a major leap in business. This thesis primarily focuses on the business perspective of cloud computing and on designing an integrated marketing communication plan for the case company in the face of a tough economic climate. Besides elaborating on the increased movement of workloads to cloud environments is a comprehensive effort yet to explore the issues related to the target market and the case company. The combination of in-depth industry knowledge and market insight puts forward a cost-effective marketing campaign to communicate the case company’s message to the target audience. Without detriment to the effectiveness of the campaign, measurement methods are proposed to keep track of an ongoing process. A deductive approach is employed together with a qualitative technique to analyse different business models such as external audit of the U.S market, competitor analysis, internal audit of the case company and its business offerings. Data collection is conducted through either primary sources like interviews
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