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Kasidi, Irfan Handaru (2017) Constructing a Marketing Communication Plan for a Start-up Cloud-Based Manufacturing (CBM) Firm: The Case Study of Co-Fabrico. [Dissertation (University of Nottingham only)]

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Abstract

This report is made to develop a marketing communication plan for a start-up Cloud-based Manufacturing (CBM) firm, Co-Fabrico. The company is based in Nottingham, United Kingdom and has been in the business for two years. Co- fabrico is currently in a crucial period where it is eager to get more members to establish online trading to keep the business running. This report is expected to provide some insight and recommendation based on communication theory. As the result of this marketing communication plan, Co-Fabrico would be able to improve its presence within the industry to gain more members.

The report discusses mainly on marketing communication theory and its derivatives such as integrated marketing communication (IMC) and digital marketing. A prominent aspect that draws attention to this report is that CBM industry is expected to expand significantly by 2022. The number shows that the industry will be worth $131 billion and contribute to 50% of manufacturing market share. The theory of CBM are presented and applied to Co-Fabrico in order to give coherent understanding on the business model by using academic literature. Extensive desk research is done to present competitor analysis. Some elements are emphasised to give clear insight on the current market situation and how the industry communicate with its customers. Unlike the competitors, Co-Fabrico still lacks of engagement with its potential customers, which make the company is facing a difficulty in obtaining potential customers.

Possible communication strategy is proposed, giving suggestion on how Co- Fabrico should implement the approach based on theoretical and practical justification. Digital marketing is suggested to be the main tool to bring Co-Fabrico into the surface, supported by active social media campaign as well as the effectiveness of search engine marketing. However, the marketing communication plan developed in this report is limited to certain circumstances, therefore it cannot propose to use all the possible communication tools, despite its relevancy. The decision whether Co-Fabrico would implement the proposed strategy is solely down to the CEO of the company.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	Marketing communication plan for a start-up cloud-based manufacturing company in United Kingdom
Depositing User:	Kasidi, Irfan
Date Deposited:	10 Apr 2018 14:33
Last Modified:	17 Apr 2018 15:23
URI:	https://eprints.nottingham.ac.uk/id/eprint/45464

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