Go-to market strategy for satellite creative house

Abstract

Volatile markets, fast-changing customer needs, increasing competitive pressure, and a worldwide pandemic – times are hard for companies to be competitive. It significantly got more challenging to grow and acquire new customers. Traditional marketing methods are increasingly getting worse in their success rate, and the way to communicate to the target group changes immensely. Right now, it is the perfect time to address the issue of social media for every company. The current pandemic is also changing consumer behavior even more and is vastly increasing digitalization. This study aims to develop a go-to-market strategy for a Social Media agency called Satellite Creative House. The qualitative research identified a lack of knowledge, especially in the segment of the so-called SME’s, which will be Satellite’s leading target group. In a second step, this study defined the positioning strategy for Satellite Creative House, which includes mainly the unique selling proposition, the pricing strategy, and the services offered of Satellite Creative House. Finally, the study archived to answer the defined research questions, and some useful recommendations could have been identified.

Date of Award	15 Oct 2020
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)