Abstract

This report details the marketing techniques provided in Leonard Lodish’s “Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company” in relation to the growing business, Holidone. The analyses completed using Lodish’s tips as well as industry and marketing research ensure steady growth of the business. Holidone is a holiday decorating service that frees up time and storage space for customers. The target market was established as middle to upper class families through industry and marketing research. Holidone’s competition is also introduced and dissected to compare and contrast the two companies' marketing strategies. Lodish states that nearly all businesses are set up for success or failure based upon where they have positioned themselves within the market. Holidone’s positioning, name, and slogan are explained in regards to Lodish’s suggestions. A SWOT analysis is completed in which the strengths and weaknesses (internal) as well as opportunities and threats (external) are cross examined and used to develop sustainable strategies. Furthermore, the sales and distribution methods that Holidone will use are also chosen. Finally, any economic, sociocultural, and technological factors that have and will continue to affect the retail market for seasonal decorations are deconstructed.

Semester/Year of Award

Spring 5-5-2023

Mentor

Dr. Kristen B> Wilson

Mentor Department Affiliation

Management, Marketing, and International Business

Access Options

Restricted Access Thesis

Document Type

Bachelor Thesis

Degree Name

Honors Scholars

Degree Level

Bachelors

Department

Management, Marketing, and International Business

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