AbstractsBusiness Management & Administration

ABSTRACT Wu, Fan 2012. Strategic Marketing Plan for Golden Crown Wedding Store. Case: Golden Crown Wedding Store, China. Bachelor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 39. Appendices 1- 2. The objective of this thesis is to build a strategic marketing plan for the Golden Crown Wedding Store. The strategic marketing plan and the analysis of the situation of the market are the main part of the thesis. This thesis will help the case company to develop their business. This thesis used both qualitative research and quantitative research. An interview and a questionnaire are the major information sources of the empirical data for the research. The theoretical framework in this thesis aims to study the main elements of the strategic marketing plan. An internal analysis, customer analysis, market analysis, competitor analysis and SWOT analysis are also presented in this thesis. The result of the thesis is a feasible strategic marketing plan for the Golden Crown Wedding Store. This strategic marketing plan is based on the internal and external analysis of the case company. The strategic marketing plan puts forward new ideas for the case company.