Ysabels daughter: Implementing marketing strategies appropriate to an identified target market

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Maria Victoria Tibon

Abstract/Summary

The action research will identify the target market, propose a marketing strategy, investigate its effectiveness, and evaluate how its implementation affects sales performance. Ysabels Daughter ventured into bath and body products that are 100% all natural with no specific target market in mind. The products were first developed before taking into account the type of buyers it will attract therefore it was not making significant sales which hampers the growth prospects of the company. The frameworks used in the action research were the Kotlers Marketing Mix, Market Segmentation, 5 Cs Situation Analysis and different market practices to determine the appropriate market strategy needed to identify the target market. By knowing ones target market, the company can focus its activities that appeals to them thereby limiting its research and budget to those who are likely to become its clients.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006690

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

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