With an already completed business plan, the marketing intelligence still needed to be accounted for. It was critical to identify different customer segments and their respective volume and needs, to subsequently target the right customers. Furthermore, it was necessary to understand the internal and external environments in which the company intends to operate in. As such the company can learn how to utilize its resources in an efficien manner, in order to strive against the competition.

The research was completed through an analysis of available and credible sources concerning marketing and marketing planning. Additionally, a targeted quantitative analysis, which intented to gather 50 responses from media professionals was conducted.

The findings showed that the total media market has great volume and is forecasted to continue to grow in the near future. The accessible market, in Switzerland for Krew could reach 4.7 billion in 2020 CHF and 4.9 billion CHF in 2021. It was also discovered that the most adequate marketing strategy, would be a hybrid between an undifferentiated and a target strategy. Combining both strategies would allow to offer a per se undifferentiated product (online platform) to different segments. The targeted customer segments were found to be production companies, TV networks, advertising agencies and independent filmmakers. The market showed little direct competition, with no competitor offering the exact same product as Krew, which is an encouraging discovery for pursuing the business idea.