Inlämning av Examensarbete / Submission of Thesis

Waqas Khalid; Waqar Ahmad , pp. 69. MAM/Sektionen för Management, 2009.

The work

Författare / Author: Waqas Khalid, Waqar Ahmad
waqaskhalid815@hotmail.com
Titel / Title: Branding in Small Companies. A case study of Vital Tea, Pakistan
Abstrakt Abstract:

Branding is in the midst of those marketing gadget which are presumed to be used for only large-size companies or organizations. Our study is an endeavor to confiscate this distinction among large and small enterprises and proving it with the help of branding models and theoretical literature depending on our empirical findings. The aim of this research report is to stimulate the significance of this pivotal tool of business among the small enterprises so that it can also be supportive in smoothing the progress of their businesses as well from its benefits. In order to reach the purpose of our study, we have used the qualitative research approach and used the telephonic interview based data collection technique in this regard. The study is conducted by a case-study at VITAL TEA, a tea company located in Pakistan. Vital tea is the company which has not been considering branding as the best suited tool to grow in the small markets as the general small companies‘ perception described above. The study has come up with the results that either you can‘t apply the full fledge branding model in a small size company but still being a small company they can apply the branding models up to their capacity of resources like time, funds, trained personnel etc.
Moreover, we have found that the proper implementation of branding activities needs, planning, awareness and proper training to the company‘s personnel‘s if the small companies really want to get the competitive edge over competitor companies. Finally, we have answered all our research questions along with the recommendations to our sample company (The Vital Tea).

Ämnesord / Subject: Företagsekonomi - Business Administration\Management Control
Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\International Business
Nyckelord / Keywords: Small and Medium Enterprises, Branding, Competitive Advantages, Brand Identity, Unique core values, Differentiation, Brand Management.

Publication info

Dokument id / Document id:
Program:/ Programme Magisterprogram i Företagsekonomi/Master's Degree Programme in Business Administration (MSC)
Registreringsdatum / Date of registration: 06/25/2009
Uppsatstyp / Type of thesis: Magisterarbete/Master's Thesis (60 credits)

Context

Handledare / Supervisor: Ian Robson
iro@bth.se
Examinator / Examiner: Ian Robson
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00
I samarbete med / In co-operation with: Vital Tea, Pakistan
Anmärkningar / Comments:

Waqas Khalid C/O Mudassar Asghar
22 lgh 17 Folksparkvagen 37240 Ronneby
cell: 0046734930511

Files & Access

Bifogad uppsats fil(er) / Files attached: masterthesisfile.pdf (795 kB, öppnas i nytt fönster)