The main target group consists of smaller and less professional event organizers who are price-sensitive and might not want to work with more traditional providers, yet still want to offer a professional service to their customers. With an evolving product offering and continuous growth over the past years, the company is looking to reach new customer segments. Due to that, the question addressed in the thesis is how the firm can encourage larger event organizers to use their service offering and increase market penetration in this segment.

We applied Porter's competitive forces framework to analyze the market circumstances and competition. The second well-known framework is the marketing-mix, whereby our focus was set on the primary four P's. Lastly, as it is key to understand how a customer interacts with a company, we applied the customer journey to model key touchpoints with the firm. To gather relevant inputs, we conducted a qualitative survey with eight participants. Subsequently, we applied our frameworks to conduct a thorough analysis based on the knowledge gathered during our surveys.

Our analysis showed that the company offers a sophisticated product that meets the general need of the market. However, it fell short in the product feature categories of data analytics and customer support. These are also the two areas the authors recommend improving on a product level: making detailed data available for event organizers to analyze, introducing a cockpit app for smart phones, and implementing a key account management setup. Furthermore, it seems that the firm is not perceived as a real competitor in the market. A variety of influences were identifiable. The ad campaigns are designed to promote the free offering and the brand itself, while our analysis suggests the advertisements should highlight their platform functionalities and product features instead. Furthermore, the current target group of small-sized event organizers seems to drag down the image in the eyes of medium-sized organizers. We recommend strategic partnerships which can help the company to appear more professional. Lastly, the appearance of the brand seems to fall short in general, undervaluing its capabilities. Here, our recommendation is to re-think the visual appearance in general.