Marketing strategy for a start-up in the Green Architecture

Elizaveta Chepurnaia

Master's thesis

Abstract:

This master’s thesis aims to develop a marketing strategy for a green architecture startup in the Czech Republic, to effectively promote its products and services and differentiate itself from competitors. The research questions focus on identifying the target audience and their characteristics, adapting the marketing mix components, and determining specific marketing channels and tactics. The study includes a literature review, market analysis, and qualitative research through in-depth interviews with nine Czech green building and architecture experts. The findings suggest that the startup should target government agencies and commercial property owners, adopt an Extreme Green strategy, offer sustainable planning solutions, and utilize both online and offline channels for promotion. The pricing strategy should be based on competitor analysis, cost consideration, and value-based pricing. The distribution strategy should focus on urban areas with high demand for green building solutions. The promotional tactics should include word-of-mouth marketing, content marketing, event marketing, email marketing, and social media marketing. The study has limitations in terms of sample size, language barriers, and generalizability to other cultural or geographical contexts. Future research could address these limitations and explore the influence of different green marketing strategies on consumer behavior toward green architecture.

Abstract:

This master’s thesis aims to develop a marketing strategy for a green architecture startup in the Czech Republic, to effectively promote its products and services and differentiate itself from competitors. The research questions focus on identifying the target audience and their characteristics, adapting the marketing mix components, and determining specific marketing channels and tactics. The study includes a literature review, market analysis, and qualitative research through in-depth interviews with nine Czech green building and architecture experts. The findings suggest that the startup should target government agencies and commercial property owners, adopt an Extreme Green strategy, offer sustainable planning solutions, and utilize both online and offline channels for promotion. The pricing strategy should be based on competitor analysis, cost consideration, and value-based pricing. The distribution strategy should focus on urban areas with high demand for green building solutions. The promotional tactics should include word-of-mouth marketing, content marketing, event marketing, email marketing, and social media marketing. The study has limitations in terms of sample size, language barriers, and generalizability to other cultural or geographical contexts. Future research could address these limitations and explore the influence of different green marketing strategies on consumer behavior toward green architecture.

Keywords

Green architecture startup, Green marketing strategy, Green certifications, Green building, Architecture market

Keywords

Green marketing strategy, Green certifications, Green building, Architecture market, Green architecture startup

Language used: English

Date on which the thesis was submitted / produced: 10. 5. 2023

Thesis defence

• Date of defence: 5. 6. 2023
• Supervisor: Jan Mareš
• Reader: Lukáš Válek

Vysoká škola ekonomická v Praze

Master programme:
Management