Online Marketing in Company X

The diploma thesis is based on the case of Company X. Company X is a real company with a different name and is a limited liability company. He created a website, optimised it and registered it in online search engines and directories. This hypothesis is covered in the second survey question, and the hypothesis can be confirmed. Hypothesis 2 (H2): The awareness of end customers has the most important influence on the online purchase of pool equipment.

Problem

The diploma thesis is based on the case of Company X. Company X is a real company with a different name and is a limited liability company. They deal with pool equipment, drinking water preparation, fountain design and construction, and maintenance of various facilities.

In the first chapter of the diploma thesis, he described the activities of Company X, defined their market, target group and direct competition. Company X is a micro enterprise, so he also defined the role and importance of the company for the economy. Since the first part is of a theoretical nature, he also covered the general characteristics of micro enterprises and presented the way in which micro and small enterprises can grow into medium-sized and large enterprises.

In the second part of the diploma thesis, he introduced the field of online marketing into the company through a practical example.

Solution and Method

He created a website, optimised it and registered it in online search engines and directories. He learnt about online marketing methods, types of online advertisements and where it is sensible to advertise online. In the continuation of the diploma thesis, he also covered the opportunities and threats of online shops, researched the largest online search engines, enquired about their advertising prices and began advertising Company X in a somewhat newer form.

In the third part of the diploma thesis, he conducted research using a survey questionnaire. The survey was completed by several business partners and regular customers of Company X, a total of 43 respondents. With the survey, he wanted to find out what the purchasing habits of Company X customers are, to what extent they are satisfied with the company and the quality of their products and services, and in what way they inform themselves about the quality and price of pool equipment products before purchase.

Within the survey, 4 questions also related to his basic statements or hypotheses, which read: Hypothesis 1 (H1): End customers (target group) also inform themselves via the internet before deciding on a purchase (investment).

Results

This hypothesis is covered in the second survey question, and the hypothesis can be confirmed. Hypothesis 2 (H2): The awareness of end customers has the most important influence on the online purchase of pool equipment. The hypothesis relates to the ninth question and was also confirmed. ** Hypothesis 3** (H3): The quality of a website has a major influence on a customer's decision to make a purchase on a particular website. With the fourth question, he refuted this hypothesis. ** Hypothesis 4** (H4): Advertising with keywords is the most effective method of advertising online.

The last survey question related to this, with which the hypothesis is confirmed. The aim of the diploma thesis was to develop a new marketing strategy in Company X, as it will make it easier for them to achieve highly set sales targets within the company. The purpose of the diploma thesis was to change the way Company X does business.

With the creation of a website, an online shop and the registration of the website in online directories or search engines, this was also achieved. In general, online marketing brings users numerous advantages. It enables ** greater choice**, shopping is faster, the potential customer has the opportunity to compare several different products, prices are more accessible, etc.

Advantages for the company represent lower operating costs, a larger number of customers, faster execution of business processes and easier entry into foreign markets, as well as better overview of the entire business. Nowadays, when making a purchase, information from long-known media (television, newspaper, radio...) is not sufficient for people; the modern customer wants to be well informed from all possible directions, which is a consequence of a high level of education. Successful online advertising must be well thought out and professionally executed.

When doing business online, it is necessary to know the basics of how to do business online, what the company's presence on the market means, what a good website must be like and how to approach its implementation, and what are the most common mistakes and dangers in online business.