Publisher's Synopsis
Bachelor Thesis from the year 2024 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 5/5, course: International Business, language: English, abstract: This given work is devoted to analyzing and improving the marketing strategy of InterMediaCo, particularly focusing on increasing brand awareness and customer engagement in North America. The work has been carried out on the materials from InterMediaCo and its strategic initiatives, including financial projections and marketing strategies. Research methods used: SWOT analysis, Business Model Canvas, financial analysis (NPV, IRR), and market analysis. The global media landscape is changing at a very fast pace due to the changes in digital technology, varying consumer behaviors, and intense competition. As the rate of media consumption continues to migrate to digital channels, companies have to come up with more innovative ways to market themselves if they are to remain competitive. Acting as the sole operator of marketing of the prestigious football club, Inter Milan, this tight linkage with football, the most widely followed sport in the world, InterMediaCo is looking to exploit strategic initiatives in increasing the level of its brand recognition in the North American market. InterMediaCo will engage in advanced digital marketing practices and strategic partnerships toward market enlargement. All these will result in an increase in cross-section customer opportunities, elevate brand recognition, and amplify customer engagement. Other strategies include opening new retail stores in big cities such as New York and Chicago and co-branding with high-profile trademarks, including Chipotle, Pepsi, Bank of America, and Delta. Traditional marketing hardly holds a candle on catching the eyes of consumers in the current media climate, something that InterMediaCo is very aware of. The platform is approached in a bid to use digital marketing, influencer collaborations, and part
