Developing a digital marketing plan for a merchandise online shop

This bachelor’s thesis was commissioned by High Peak Finland Oy. The company has four business segments: business gifts, event merchandise, retail and importing businesses. High Peak Finland Oy has signed a 5-year licensing contract, which comes into effect on the 1st of January 2018. The exclusive contract entitles High Peak Finland Oy to design, produce and sell merchandise for the next five years. The purpose of this thesis was to analyze the current situation of High Peak Finland Oy, and create the objectives to build up the actual digital marketing plan for the merchandise online shop later on. Digital marketing with the key channels has been utilized as the theoretical framework. Marketing and especially digital marketing literature has been used for the thesis. The results of this thesis are a perception of the current situation and the created goals and objectives for the merchandise online shop to build up the actual digital marketing plan later on. The analyzed situation and created objectives give the commissioner a great starting point to continue the planning towards for building up the digital marketing plan