| Project Title: | Understanding Holistic Marketing Management at Laxmi Intercontinental |
| Author: | Mr. Utsav Shrestha |
| Advisor: | Mr. Michael Slater |
| Degree: | Bachelor of Business Administration (International Program) |
| Major: | Marketing |
| Faculty: | Business Administration |
| Semester / Academic year: | 2/2022 |
Citation
Shrestha, Utsav. (2022). Understanding holistic marketing management at Laxmi Intercontinental. (Cooperative Education). Bangkok: Siam University.
Abstract
This report provides information about the work and learnings accumulated as a marketing intern at Laxmi Intercontinental Pvt. Ltd. The general objective of this assignment includes: (1) Understanding the overall company structure, its management, and necessary operations; (2) Calibrating the marketing campaigns advertising and implementation for errors and inconsistencies; (3) Study automobile market for consumer behavior, factors affecting buying intention, consumer pain, and gain points; (4) Understanding brand as a whole to promote, manage, maintain, and present itself in the market; (5) Study of brand’s Holistic marketing approach with value integration through each consumer touch point and marketing campaign through involvement in campaign creation discussions and post-campaign result analysis. The cooperative education period was 4 months, starting from the 12th of February to June 2023. While in the marketing department, learning how everything is being operated and managed in the company was the initial step of the internship.
As an Intern in the Marketing Department, most activities and exposure I gained were from and for the Marketing department, I was also advised and guided by other departments existing under Laxmi Intercontinental so that I could obtain a more in-depth understanding of different factors affecting decisions and framework of any future or past campaigns. One of the most distinct characteristics of Laxmi Intercontinental is being a pioneer in the market. Their understanding and analysis of the market provide a great base for their new and innovative steps. This platform provided an opportunity to see the inside workings of a pioneering and leading company with many things to learn, and some of them are presented in this report.
Keywords: marketing, automobile, consumer, Laxmi Intercontinental.
Understanding Holistic Marketing Management at Laxmi Intercontinental
Faculty of Business Administration, Siam University, Bangkok, Thailand