Marketing communication of a selected company

The current hyper-competitive environment has become a challenge for companies that now more than ever need to find their own competitive advantage(s), differentiate themselves from their competitors and succeed on the market. By elevating the value of the company brand and influencing the target group’s perception, the role of marketing and marketing communication has gradually increased within such environment. Interactive communication is key for today's businesses, and social media platforms such as Facebook and Instagram have come to the forefront with latest trends in online marketing communication. This thesis deals with the topic of marketing communication and serves as a case study of a small family business, whose characteristics allow the author to fully concentrate on the firm’s online marketing communication. In order to determine whether the company's marketing communication is effective with regard to its capabilities, the following research questions are proposed: (1) whether the firm’s marketing communication is relevant, taking into account the limited financial resources and behaviour of the target audience in the online environment; (2) if the individual platforms of online marketing communication are appropriately used to achieve the best results, and at the same time (3) in which ways can this type of communication be improved. To answer such questions, the author analyses the firm’s marketing communication and examines both the internal information provided by the company founder and available statistical data. She then evaluates a tailor-made online survey focused on the behavior of the firm’s target group within online environment. As a synthesis of the stated research approach the following recommendations are presented: social networks are seen the best platform for the firm, specifically Instagram. The regular use of Instagram by the firm’s target audience proves that it is crucial for meeting its business potential to constantly adapt the communication to the platform. However, the author also recommends optimizing the company’s website, which impact and success can be better tracked using Google Analytics. In conclusion, the author brings insights into the specific targeting of the firm’s individual messages by narrowing the target group's segmentation. With that, she presents 4 clearly defined personas, based on available data and analysis, that will newly form the basis of a more successful marketing communication.