A Case Study of the Promotional Mix in Kooidea Campus

• Main Authors: Edgar Rojas Rivera, 羅雅各
• Other Authors: Liu Day-Yang
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/73317260141918650527

碩士 === 國立臺灣科技大學 === 管理學院MBA === 104 === The use of an efficient promotional strategy is crucial for companies in order to get noticed and be able of driving customers to buy their products. Promotion is considered as the initial point for communicating with target customers and it is one of the main elements to achieve a successful marketing campaign. Therefore, many companies are very interested in this matter and increase efforts aiming to create the ideal promotion for their business. Kooidea Campus is a new initiative of business in e-commerce area focused on universities and students, this firm defines itself as “The Borderless E-Platform of University Campus.” The business model of Kooidea consists of two main e-commerce platforms. The first one is Open-System, which is open to general public to buy products from university communities. The second one is Close-System, a platform exclusive for campus communities to have access to several products with exclusive prices. Related with Kooidea’s university services, this firm provides university entrepreneurs with enough resources and aid in order to properly achieve the creation of their services or products. Then, this company offers its e-commerce channel to provide access to the market. This Thesis discusses the promotional mix of Kooidea Campus. Based on a case study, this research follows the guidelines as qualitative research, performing interviews as well as observation and action research. As a new business, Kooidea Campus still lacks several promotional elements and tools in order to achieve a complete promotional mix strategy. This company has been working with limited resources and the uncertainty of the new business model. Therefore, some of the elements for an improvement in the promotional mix are; having a wise management of resources, building a strong product base for Kooidea’s e-commerce platforms, and selecting the promotional tools that are more suitable for every specific situation.