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Developing Promotion Strategy in Wedding Decor

In: Business and Management

Submitted By nmduy19
Words 9728
Pages 39
Table of Contents
CHAPTER 1: INTRODUCTION 3 1. RESEARCH BACKGROUND: 3 2. PROBLEM STATEMENT AND RATIONALES 4 2.1 problem statement: 4 2.2 rationales: 5 3. AIMS AND PURPOSE: 6 4. SCOPE 6 5. SIGNIFICANCES AND IMPLICATIONS 6
CHAPTER 2: LITERATURE REVIEW 7 1. MARKETING MIX 7 2. PROMOTION 11 2.1. The relationship between promotion and marketing mix 11 2.2. The role of promotion 12 2.3. Promotion mix 13 2.4. Promotion management 14
CHAPTER 3: METHODOLOGY 16 1. RESEARCH PROCESS: 18 2. DETERMINING THE CONCEPT OF RESEARCH: LITERATURE REVIEW 18 a) Quantitative method 19 b) Qualitative method 20 c) Research design 21
CHAPTER 4: VIETNAM WEDDING PLANNER AND ITS “WEDDING DÉCOR” SERVICE. 22 I. DESCRIPTION OF THE COMPANY 22 II. WEDDING DÉCOR SERVICE MARKET 29 III. POTENTIAL COMPETITORS 37
CHAPTER 5: RESULT OF STUDY 38 I. MAIN FINDING FROM QUESTIONAIRS GIVEN TO CUSTOMERS 38 1. Sample demographics 38 2. Customer awareness towards “wedding décor” service 40 3. Customers’ opinion 43 II. MAIN FINDING FROM IN-DEPTH INTERVIEW 47 1. Advertising 47 2. Sale promotion: 48 3. Public relation: 49
CHAPTER 6: SUGGESTION 50 II. EXECUTIVE SUMMARY: 50 III. THE RESULT OF ANALYSIS ON THE CURRENT MARKETING SITUATION: 50 a. Strengths: 50 b. Weaknesses: 51 c. Opportunities: 51 d. Threats: 51 IV. PROMOTION PLAN 52 V. LIMITATION OF THE THESIS 55
CHAPTER 7: CONCLUSION 56
CHAPTER 8: BIBLIOGRAPHY 56

TOPIC:
Developing a promotion strategy for “Wedding Décor” service package, the case of Viet Nam Wedding Planner Company (VNWP Company)
CHAPTER 1: INTRODUCTION
-------------------------------------------------
This introduction section essentially focuses on the background of my study and the reasons that I found on this subject. It also stated research purpose as well as scope and limitations.

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