PanLegis group : developing marketing strategies for short, medium and long term for increasing sales

Abstract

Limited company formation in German speaking countries is gradually getting accepted and is believed of gaining some popularity. Two big substitutes of Limited company formation are GmbH and Mini GmbH ( Unternehmensgesellschaft ). Researches have been set out to understand the competitors of PanLegis Group and substitute services which are threatening limited company formation. A detailed SWOT analysis, BCG Matrix, five Porter forces and a customer survey research have been carried out to understand the competitive environment of PanLegis Groups' Limited operating in German speaking countries. This study investigates how PanLegis Group Limited can learn more from its competitive environment and to develop marketing strategies for short, medium and long term in order to allocate its resources and budget more efficiently for gaining more market share and boosting its sales. The strong focus of this thesis which is connected to the marketing strategy of PanLegis Group will be about understanding customer's motivations and reasons to buy Mini GmbH which is the biggest substitute products of Limited.