| Marketing strategy is an unavoidable task for every business. However, many starting-up SMEs, struggling for survival in their embryonic stage, display a propensity to overlook the importance of marketing strategy, which may cause an aggravation of their current situation. The purpose of this thesis is to provide an insight for the decision-makers in SMEs by achieving better understanding of the industry where they are and conducting internal analysis in-depth, thus assisting them to formulate appropriate marketing strategy and to carry out to completion. Decision-makers in SMEs should make correct marketing strategy to make target consumers familiar with company’s products and services and create unique consumer preference, hence achieving sales excellence and, eventually, generate profits.In addition, correct marketing strategy is directly related to the healthy growth and all-round development of SMEs.This thesis makes a comprehensive study on the marketing strategy of BD Landscape Design Company, an entrepreneurial SME, and studies the practical marketing issues including segmentation, positioning, marketing mix and et al. From the very beginning, this thesis has demonstrated its clear purpose. By applying pertinent theoretical framework and referring to previous literatures, the research adopts a specific research method within the scope of BD Company. This thesis also aims to enhance brand awareness, to stimulate sales growth and to tackle existing marketing issues for the company.Exploring the development of BD’s marketing strategy, the author not only wishes to work out a solution for the company’s present situation, but intends to provide reference to other entrepreneurial SMEs, which makes contributions to the development of the society and the industry. This thesis reaches to the conclusion that BD has to rigorously develop marketing plan to ensure that it will reach the target market before implementing the company’s marketing strategy. |
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