Skip to main contentSkip to navigationSkip to footer
Logo of the University of Applied Sciences and Arts Northwestern Switzerland
Degree Programmes
Continuing Education
Research and Services
International
About FHNW
En
Locations and ContactFHNW LibraryMedia Relations

      Logo of the University of Applied Sciences and Arts Northwestern Switzerland
      • Degree Programmes
      • Continuing Education
      • Research and Services
      • International
      • About FHNW
      En
      Locations and ContactFHNW LibraryMedia Relations
      Bus...
      Student pr...
      Marketing concept for the website

      Marketing concept for the website

      vereinskalender.ch, Zwingen

      Today, having a competent online presence is crucial and can provide an important competitive advantage. Hoping to achieve this, the thesis firstly presents a situation analysis of vereinskalender.ch and thereafter, improvements and implementation measures are brought forward in a marketing concept.

      Starting point

      Vereinskalender.ch is an online event platform, free of charge, directed at associations within the German speaking part of Switzerland and was founded back in 2012. The main purpose is to provide an online calendar where associations scheduling an upcoming event are able to discover time and date clashes at an early stage. The website has received over 30’000 clicks and more than 700 associations have registered. However, the client wishes to increase traffic and gain members. Furthermore, the current expenditures exceed the revenues and the aim here is to achieve a more balanced financing.

      Procedure

      To reach these goals, a marketing concept was established in four steps. First, the initial situation was assessed by analyzing the context, customers, competitors and the website itself including a customer survey. Second, the previous findings led to the optimization measures which were chosen depending on its feasibility. Third, a positioning cross was established which presents the status quo of vereinskalender.ch concerning its strengths and competitive advantages. Lastly, the positioning together with the vision, mission and goals, acted as a basis to formulate the mar-keting mix.

      Results

      The development opportunities for vereinskalender.ch are ideal. The conducted situation as-sessment clearly shows that the idea of vereinskalender.ch is unique and with its high user satis-faction and loyalty, the concept is shown to be well received. With the engagement of Mr. Scherrer and the support of the website developer, taktwerk.ch, the majority of the detected weaknesses can be improved without much effort and some aspects can over time even be converted into strengths. The limited amount of competitors gives vereinskalender.ch enough time to establish a solid customer basis and build brand awareness to increase entry barriers for potential new entrants. The opportunity to serve a second target group can be the key to increased traffic and hence experiencing growth in registrations. The increased traffic will in turn raise the attractiveness of the advertising offer and consequently have a positive impact on received earnings. The established marketing concept including the launch of the new mascot, as you can see on the picture, and the controlling measures act as a guidance to make the best use of the development opportunities and will help to achieve the strategic goals.

      Authors: Ms. Rebecca Allen and Ms. Céline Heim, International Management Graduates

      Social Media School of Business FHNW

      No social media links available.

      Collaboration in research and services

      Business
      Submit projectStudent projects
      Felix Strebel

      Felix Strebel

      Lecturer

      Telephone

      +41 62 957 24 41

      E-mail

      felix.strebel@fhnw.ch

      Address

      Fachhochschule Nordwestschweiz FHNW Hochschule für Wirtschaft Riggenbachstrasse 16 4600 Olten

      hsw_ab_studiarbeit

      What we offer

      • Degree Programmes
      • Continuing Education
      • Research and Services

      About FHNW

      • Schools
      • Organisation
      • Management
      • Facts and Figures

      Information

      • Data Protection
      • Accessibility
      • Imprint

      Support & Intranet

      • IT Support
      • Login Inside-FHNW

      Member of: