Digital Marketing Plan: An Application of the SOSTAC Marketing Model on a Swiss Start-up Company
The paper examines a Swiss start-up offering a platform for private households, allowing to digitalize the administration and manage property and assets. As a start-up, resources are limited. Therefore, creating a digital marketing plan is outsourced to students of the FHNW.
Nadja Camenzind & Andrea Haueter & Nina Paukert & Carla Schurtenberger & Seraina Tobler, 2020
Projektarbeit/Praxisprojekt, OwnSmartly AG
Betreuende Dozierende: Olga Schibli
Keywords: Digital Marketing Plan, Digital Marketing Strategy, SOSTAC Framework, Digital Marketing Channels, Digital Marketing Content, Swiss Start-up Company
This project investigates how the start-up should position itself in the Swiss market and determine the company’s target groups as well as the concerns and needs. Additionally, this paper seeks to define the Swiss start-up’s unique selling proposition and how the company should promote its products appropriately to its target group in terms of channels and content.
Quantitative and qualitative approaches are used to investigate the research questions. Secondary data to analyze the research state will be obtained through desk research, while primary data will be collected through an online survey and personal interviews.
The study is based on the SOSTAC framework. The model includes a situation analysis, objectives, strategy, tactics, actions, and control. The framework is supported by the SWOT analysis, position map, competitive benchmarking, and marketing mix, which provide a detailed understanding of the market, customers, and competitors.
The findings suggest that the start-up generally has great market potential, as not many survey participants have previously heard about the digitalization of private administration. Moreover, the analysis reveals that many people are concerned about data security, and therefore, the start-up must adequately address these concerns in its marketing activities. Additionally, the company must implement Search Engine Optimization (SEO), Search Engine Advertising (SEA), and Web Analytics into its marketing strategy to reach many potential customers. Furthermore, the website must be designed more user-friendly and transparent. During the interviews and in the survey, it has been discovered that all segments mainly see the centralized digital data collection point, neat administration, and independence of location as the added value provided by the product. In terms of the target group, the paper reveals that the company should primarily focus on the age group 30–39, as they showed the most positive attitude towards the product. The secondary target group 18–29 also responded favourably towards the product but asserted that they do not have a complicated administration yet.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation