[Strategic marketing plan for] Aftown
Date
2018-04
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Abstract
Online music retail stores have made it possible for users to access a wide range
of music online either by paying or free of charge (Swanson, 2013).
Aftown is a commercial online music retail store which provides music from a wide
range of African Artistes. Aftown users are categorized into the artistes(sellers) who
upload their music unto the portal, and the music lovers(buyers) who can also subscribe
to the portal. Since it’s establishment in June 2017, Aftown has subscribed about 11,000
users.
Aftown has prominent artistes such as Sarkodie, Stonebwoy, Efya, Manifest,
Worlasi and Joe Mettle signed unto their platform. The company is currently unable to
match their growth in customers to their efforts in marketing. Also from surveys,
prospective customers do not know about Aftown and what their benefits are. The
company needs advice on how to penetrate the market in order to increase their customer
base.
To achieve this, interviews and questionnaires were used to get more information
on the needs of the company. From the results, Aftown lacked strategies on how to
acquire customers and make their product made know to prospective users.
This project provides strategies and tactics on how to overcome the barriers to growth of
the company. It provides an action plan, an OGSM Framework and an evaluation plan in
executing the recommended strategies, all to be done in 7 months.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2018
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Applied project
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Keywords
Ghana, Aftown, online music retail industry, music consumption, OGSM model, marketing plan