This paper contains a research proposal for a case study. In his research the author wants to find out whether there is a correlation between marketing communication and the profitability of the company. What are the impacts of effective marketing communication in profitability? What are the practical opportunities that would enhance effective marketing communication? What factors in marketing communications enable improves sales and revenue in an organization?
The paper describes the background to the study, the problem statement and the research objectives, questions and hypothesis. It also gives an overview about literature, methology, data collection and analysis, and the planned structure of the final study. It ends with a cost estimate for the research.
Inhaltsverzeichnis (Table of Contents)
- 1.1 Introduction
- 1.2 Background to the study
- 1.3 Problem statement
- 1.4 Research objectives
- 1.5 Research questions
- 1.6 Research hypothesis
- 1.7 Rationale for the study
- 1.8 Literature review
- 1.9 Methodology
- 1.9.1 Data collection
- 1.9.2 Data analysis
- 1.9.3 Limitation and delimitation of the study
- 1.10 Overview of the study
- Reference
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to evaluate WhitePot Limited's marketing communication practices, particularly examining the challenges they pose to the company's profitability.
- Impact of effective marketing communication on WhitePot's profitability.
- Practical opportunities to enhance WhitePot's marketing communication processes.
- Factors that would improve sales and revenues through effective marketing communication.
- Challenges of communicating effectively with fragmented target audiences due to diversification.
- The role of marketing communication in building brand awareness and encouraging purchases.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction sets the context by highlighting the increasing importance of marketing communication in an organization's success. It defines the study's focus on WhitePot Limited, a company facing challenges in communicating effectively with diverse target audiences due to its diversification. The chapter explores the significance of marketing communication in building goodwill and enhancing customer likelihood, referencing relevant literature and experts in the field.
The background to the study delves into WhitePot's history and its survival through diversification. It emphasizes the company's need for effective marketing communication practices to navigate fragmented audiences and address the challenges of transitioning from traditional to strategic communication approaches.
The problem statement identifies the core issues facing WhitePot, specifically the difficulties in communicating effectively with diverse and fragmented target audiences. It addresses the need to move away from conventional, ad-hoc marketing approaches and adopt a more strategic approach to communication.
The research objectives outline the study's aim to evaluate WhitePot's marketing communication practices and identify the challenges they pose to profitability. Specific objectives focus on identifying the impact of effective marketing communication on profitability, identifying opportunities to enhance communication processes, and determining factors that would improve sales and revenue through effective communication.
Finally, the research questions delve deeper into the core issues by inquiring about the impacts of effective marketing communication on profitability, exploring practical opportunities for enhancing communication in WhitePot, and uncovering factors that would improve sales and revenue through effective communication practices.
Schlüsselwörter (Keywords)
The study's central themes revolve around marketing communication, profitability, strategic communication, target audience segmentation, effective communication, and organizational diversification. It examines the challenges faced by WhitePot Limited, a diversified company, in effectively communicating with fragmented target audiences and exploring how effective marketing communication can positively impact profitability.
- Quote paper
- Leslie Acheson Wey (Author), 2021, Relationship between Marketing Communication and Organizational Profitability. Research Proposal for a Case Study, Munich, GRIN Verlag, https://www.grin.com/document/1037210
