A marketing communications plan to increase brand aAwareness of Accents & Art

dc.contributor.authorQuarcoopome, Naa Adukwei
dc.date.accessioned2017-12-13T13:21:13Z
dc.date.available2017-12-13T13:21:13Z
dc.date.issued2017-04
dc.descriptionApplied project submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2017en_US
dc.description.abstractAccents & Art Limited (A&A), is a fully Ghanaian-owned company founded in May 2000 by Constance E. Swaniker. The company specializes in furnishings and décor made primarily out of metal, with wood, glass, and cane accents. The primary objective of this project was to identify a problem that Accents & Art faced, and go through the necessary steps to find an appropriate solution for it. Having been in operation for a little over 16 years, A&A has relied mainly on customer referrals to gain business and new customers. This has led to them having relatively low brand awareness thus making it difficult to attract new customers. Qualitative research was used to find the appropriate and most effective means by which A&A could reach potential clients. Findings from this were then used to craft a solution suited to A&A and its problem. This solution was a marketing communications plan based on the PASTA model which involves Problem Definition, Analyzing, Strategy, Tactics and Action. When implemented, this marketing communications plan will be able to help A&A increase its brand awareness and thus be able to attract a wider range of new customers.en_US
dc.description.sponsorshipAshesi University Collegeen_US
dc.identifier.urihttp://hdl.handle.net/20.500.11988/351
dc.language.isoen_USen_US
dc.subjectAccents & Arten_US
dc.subjectmarketing planen_US
dc.subjectbrand awarenessen_US
dc.subjectAccraen_US
dc.titleA marketing communications plan to increase brand aAwareness of Accents & Arten_US
dc.typeApplied projecten_US

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