Marketing Strategy Development (on the Example of the Tvori Company)

The present project proposal of a project-analytical format thesis develops a strategic marketing solution and detailed recommendations for the Tvori Inc. for the subsequent implementation within the Marketing department of the VR computer software startup. This aim is fulfilled by the creation of a marketing plan for Tvori Inc. in order to construct winning marketing strategies related to current issues, the startup’s objectives and analysis of the internal and external situation. The goal is to provide effective strategic guidelines and disclose a set of tactical instruments to increase brand awareness and hence to stimulate lead generation among the target audience of B2B clients (Tvori Business license plan) and B2C corporate professionals (Tvori Individual license). To solve this problem, this project focuses on a value proposition and promotion strategies and emphasizes the complexity of digital marketing means and below-the-line (BTL), through-the-line (TTL) advertising activities, selected marketing analytical tools, and its metrics to be applied to such innovative startup with disruptive product’s nature and competitive advantages as the Tvori company has. Moreover, based on the theoretical background, a strong analysis on strategic management and marketing concepts and frameworks is essential beforehand, including such methods as external environment PESTEL analysis with expert assessment of defined factors, Porter’s five forces analysis and competitors’ benchmarking, extended SWOT matrix analysis, STP analysis and Value proposition canvas, Business model canvas, 7P marketing mix model. For this, to complete an analysis of the situation and project parts, both primary and secondary data collection methods are used via customers and Tvori’s employees’ surveys, in-depth interviews of team members, and analyses based on content analysis. To control a marketing plan effectively, relevant key performance indicators (KPIs) are to be possessed and estimated. The project-analytical format’s structure of the bachelor’s thesis consists of four parts: the introduction, theoretical background and literature review, the analysis of the situation with the research programme, the project section with the development of a marketing plan, and the conclusion including recommendations for the Tvori Inc.