Investigating Marketing Challenges at Small-to-Medium Enterprises and how Social Media can Encourage Brand Engagement: A Study of Tyre Stocks Ltd

Student, A. (2015) Investigating Marketing Challenges at Small-to-Medium Enterprises and how Social Media can Encourage Brand Engagement: A Study of Tyre Stocks Ltd. UNSPECIFIED thesis, UNSPECIFIED.

View this record at http://eprints.chi.ac.uk/1476/

Abstract

Small-to-medium enterprises have often struggled to create successful marketing strategies within recent years due to the weak economic climate within the UK. The aim of this research was to investigate what small-to-medium enterprises do currently to enhance brand awareness and engagement, and make recommendations to Tyre Stocks Ltd on which methods would suit them. One method which was found to be effective for small-to-medium enterprises was to use a social media strategy. This was found to be a simple and cost-effective exercise for small-to-medium enterprises to undertake. Secondary research also highlighted the importance of physical evidence within the vehicle servicing and repair industry. Questionnaires and a focus group were used to discover how suitable the name ‘Tyre Stocks Ltd’ was for the business in terms of representing the overall offering. These methods were also used to determine what vehicle owners found important when taking their vehicle for servicing and repair, as well as their engagement level and usage of social media. The results show that peer reviews and customer service were highly important to consumers when choosing a servicing location. It was determined that the current brand name of ‘Tyre Stocks Ltd’ is not effectively representing the company. Recommendations to the company included a rebrand to ‘TS Garage Services’ as well as a redesigned Facebook presence, as well as to continue providing quality customer service to consumers.

Item Type: Thesis
Keywords: HF Commerce, HG Finance, T Technology (General)
Members: University of Chichester
Depositing User: ULCC Admin
Date Deposited: 08 Nov 2016 13:00
Last Modified: 08 Nov 2016 13:00
URI: http://collections.crest.ac.uk/id/eprint/11890

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